Gymshark's Black History Month Pop Up 📝
Inspired by Gymshark
In 2024, Gymshark made something really special called Twists ‘n’ Sets – it’s like a fun shop and hair salon that popped up in London for a few days in October. They did this to celebrate Black History Month and help solve a problem: lots of Black women worry about their hair getting messed up at the gym, so they don’t go as much as they’d like.
They found out that nearly half of Black women skip the gym because they’re worried about their hair. Their Culture Manager, Aaliyah Dickens, said it perfectly:
“When our community told us they were staying away from the gym because of hair worries, we couldn’t just sit there and do nothing.”
Gymshark teamed up with hair experts (like Ruka Hair and a special hair doctor called a trichologist) to make sure people got real help. This meant the pop-up actually solved a real problem for people, which is brilliant.
What marketers can learn
When you listen to your audience’s real problems, you really hit the jackpot.
Gymshark noticed Black women were skipping gym because of hair worries, and instead of just saying “that’s too bad,” they created a solution - a special hair salon right at the gym.
Next time you make something for your customers, first ask: “What’s actually stopping them?” Then build your idea around fixing that real problem.
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