British fitness apparel brand Gymshark has launched an all-new marketing campaign called 'Pride In Progress' that intends to celebrate LGBTQ+ groups post pride month. The new marketing push centers around the personal journeys of athletes belonging to these communities.
Overall, the campaign intends to educate an inspire up-and-coming athletes belonging to LGBTQ+ communities by delivering positive imagery that draws attention to the importance of individuality. According to the company, the campaign will run throughout July.
"We want to make sure the community views Gymshark outside of just a single dimension; these other narratives help emphasize how different people practice their own form of conditioning," said Henry Spear, president of North America at Gymshark told Adweek.
Image Credit: Gymshark
What's Driving This Trend
- LGBTQ+ Activewear
- The merging of LGBTQ+ Pride and activewear creates an opportunity for new customer segment targeting and differentiated product offerings.
- Inclusive Marketing
- Incorporating diversity and inclusivity in marketing campaigns is now an in-demand trend and important for brands to consider to compete in today's market.
- Athlete Personalization
- Customizing activewear for athletes will continue to grow in importance as brands recognize the potential for more personalized and tailored offerings.
Who This Affects Most
- Activewear
- Activewear companies can leverage this trend by creating collections and marketing campaigns that cater to the LGBTQ+ community, offering more inclusive sizing and styles that celebrate individuality.
- Marketing
- Marketing professionals can use this trend as an opportunity to encourage other brands to embrace diversity and inclusivity in their campaigns, leading to a more authentic connection with customers.
- Athletic Apparel Manufacturing
- Manufacturing companies can explore innovative ways of personalizing activewear for athletes, such as integrating sustainable materials or using advanced 3D-printing technologies.
