GHETTS x GYMSHARK PRESENTS 'ON PURPOSE, WITH PURPOSE' POP-UP AND LIFTING & LISTENING PARTY

THE IDEA As Ghetts, the renowned British rapper and lyricist, is stepping into a new role as the latest brand ambassador for Gymshark. This partnership marks a significant collaboration, merging the worlds of music and fitness. To celebrate the launch of Ghetts’ new album, ‘On Purpose, With Purpose’ we collaborated with his team, Warner Music and continued our long lasting relationship with Gymshark, to produce a pop-up in Boxpark Shoreditch and a Lifting & Listening Party at Leadenhall Building’s gym, BXR city. THE PROCESS Utilising the album artwork cover as inspiration, we designed, produced and installed a 4 days pop-up at Boxpark Shoreditch. We wrapped the entire space in bespoke graphics in line with the album creative and, to add fun to the experience, we installed workout equipment for competition amongst guests with the chance to meet Ghetts. Separately from this, we produced a Lifting & Listening Party at BXR City where we showcased some exclusive teeshirts in a custom wardrobe, branding throughout as well as some record sleeve used as teeshirt packaging. we also supplied the latest in sound equipment for the DJ to play Ghetts album and a performance by the artist himself ahead of the release of his highly anticipated album. The guests were enjoying the music while lifting all in the sprit of fun and community. THE OUTCOME With over 100 guests visiting the pop-up daily and participating in the challenges it was another successful event, showing how mixing music and fitness, while getting the buzz around Shoreditch, always make for a good experience.