If you don't know, Gymshark is a mega fitness apparel brand out of the UK that has long reigned in its influencer marketing and partnership programs. The brand was an early TikTok adopter and now sports 3.8M followers and 59.3M likes.
There is no lack of demand or content in the fitness world. On TikTok alone, hashtags like #fitnesstok and #gymtok have generated 1.9B and 103.8B views respectively.
Instead of silo-ing themselves in the fitness community, Gymshark recognized an opportunity to reach another audience with offerings they already produce and have been focusing on since the rise of comfort wear during covid.
Enter: Valkyrae. In support of their sweat styles, YouTube's most watched female gamer has joined forces with Gymshark. The creator has 3.8M followers on Instagram and 3.72M followers on YouTube, generating a total of 231M views on the platform.
The point of highlighting this is to understand that you don't have to alienate entire groups of customers because they don't fit into the traditional group of your brand. Gymshark isn't pushing bodybuilding clothing and accessories to the gaming community, they're pushing comfort and support. Think about how you could open your brand to broader communities and their interests without overreaching.
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