BUMBLE x GYMSHARK

Helping love-seekers connect through their passion for fitness.

CHALLENGE

Bumble UK 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, generating buzz to boost favourability and registrations.

Alongside new interest badges on the Bumble app, the initiative involved OOH in major UK cities, screen animations for gyms, paid and organic social media, co-branded merchandise and a live event for singles at the Gymshark’s flagship store.

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. I led many cross-team initiatives to drive awareness and registrations, managing senior stakeholders and agency partners.

For this project, I led Bumble’s creative team and supervised the delivery, gaining buy-ins from our senior stakeholders and acting as the point of contact for the Gymshark’s team.

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).