This is my Digital Digest 1 Assignment for MRK 643. Professor Jyoti Sharma

1. GYMSHARK'
S DELOAD
CAMPAIGN
By: Neha Joshi
MRK634 -
ZEE
Professor Jyoti Sharma

2. About
Founded in 2012, Gymshark has become a brand with cult-like
following with over 2 million, 5.7 million and 370 k followers on
Facebook, Instagram and YouTube respectively.
With their core values (Be human, Give a shit, Do the right thing, Find
the Gymshark way and Put family first), they always strive to help
build and unite the conditioning community.
This presentation will discuss about one such campaign - DELOAD
Image source:ca.gymshark.com

3. In aid of Mental Health Awareness month, Gymshark released their DELOAD
campaign in partnership with Campaign Against Living Miserably (CALM) and The
Jed Foundation.
It aims at being an outlet that covers everything mental health.
It expects to provide "insightful learnings, strong communities and big smiles soon.
Uses social media, seminars and personal chats to achieve the same.
Qualified medical professionals from both the charities and stand-up comedians are
available 24 x 7 to uplift, direct and/or distract.
What is DELOAD?
Image source:ca.gymshark.com

4. 01THE SPOTTERS
The Gymshark Deload Spotters are
well-being professionals and trusted
friends,who can tell,tale and chat
about everything from mindful
actions to nutritional reactions.
WHERE TO FIND THEM?
They are available on Gymshark's
social channels and at different
events all over the world, all the time.
02
"A team who give a shit
and know their shit."
ALONGSIDE THE INCREDIBLE PARTNERS, CAMPAIGN AGAINST LIVING MISERABLY (CALM),
AND, THE JED FOUNDATION (JED), THERE ARE THE GYMSHARK DELOAD SPOTTERS.
Image source:ca.gymshark.com

5. My View
In my opinion, Deload is undeniably an amazing campaign that
supports a cause that needed a big voice. The obvious link between
mental and physical weight works so well - the connotations of
pushing as much weight as you can in the gym really make the
audience think about similar weights they may be carrying in their
minds.
For gym enthusiasts, the gym is viewed as a place to work on
oneself, the brand is directly speaking to their audience.
On the other hand, the campaign seems to be a hit with positive
reviews all over the internet already.
Image source:Twitter

6. Gymshark.GYM SHARK DELOAD.9 M ay 2022.12 June 2022.
<https://central.gymshark.com/article/gymshark-deload>.
—. MEET THE GYMSHARK DELOAD SPOTTERS. 9 May 2022. 12 June 2022.
<https://www.central.gymshark.com/article/meet-the-gymshark-deload-spotters>.
References

7. Thank you!