Helping love-seekers connect through their passion for fitness.
CHALLENGE
Bumble and Gymshark joined forces to help daters find compatibility through a shared love of fitness. Bumble’s goal was to leverage Gymshark’s popularity among Gen Z audiences, and generate buzz to boost favourability and registrations in the UK. OPPORTUNITY
Gymshark opened the pitch with a very masculine take on fitness. Staying true to our mission of promoting equitable and healthy relationships, we proposed a more balanced concept. It offered a space for both brands to express their identities while also sharing a cohesive visual language across the campaign.
MY ROLE
Design Lead heading the design function of the global creative studio and a remote team of 7 designers. Led many cross-team initiatives to drive awareness and registrations, managing senior stakeholders and agency partners.
IMPACT
The initiative generated a +8.2% MoM in registrations, a +2.4% in active users, and a +2% in awareness (UK total). The campaign also delivered 73m earned press impressions and was featured on industry press, including The Drum. 2022–23
Team: Andrea Montanari (lead), Marisa Dipre (copy), Hannah Rice (design), Bradley Norris (motion).