Gymshark Signs Megan Thee Stallion as First Celebrity Ambassador

Gymshark has launched a multi-year global campaign featuring Megan Thee Stallion as its first-ever celebrity ambassador. The British activewear brand is integrating the Houston-based rapper and entrepreneur into its global Athlete programme, tying the initiative to its wider 'We Do Gym' platform under the banner 'Megan Does Gym'. This marks Gymshark's strategic shift from working solely with athletes and fitness personalities into celebrity ambassadorship.

A new global campaign launched today features the three-time Grammy Award-winning star training alongside women from Gymshark’s existing network. The partnership is multi-year in duration. The campaign visual, shot by photographer Jack Bridgland, shows Megan Thee Stallion and a group of women engaged in weight training, medicine ball exercises, squats, and 'Stallion Kicks', all soundtracked by her Billboard Hot 100 number-one hit 'Savage'.

Megan’s role and messaging

The campaign is built around Megan Thee Stallion’s own training philosophy and routine, which includes a mix of Pilates, HIIT, and weight training. She has regularly shared her fitness routines on social media, and fitness has become an important part of her life. The campaign brings her 'Hot Girl Coach' persona into the world of fitness, focusing on strength, confidence, and individuality.

Megan Thee Stallion is a big believer that working out has a powerful impact on physical and mental health, calling it one of the best forms of self-love and confidence-building. She wants to encourage everyone to find the best routine that works for them, show up consistently, and take on the gym with confidence. The campaign invites her fanbase, the Hotties, and Gymshark's global community to build a routine grounded in consistency, self-investment, and becoming the strongest version of themselves.

Gymshark’s brand alignment and community focus

Gymshark leadership emphasizes the partnership as an extension of its long-standing commitment to empowering women. Chief Commercial Officer Carly Natalizia stated that championing strong women has been part of Gymshark's DNA since day one, referring not only to physical strength but the confidence to be completely yourself. The brand has always believed the gym is where women build themselves twice over: their bodies and their minds.

Natalizia said Megan embodies that belief better than almost anyone they could imagine, as she trains to get stronger, to clear her mind, and to keep growing. She is living proof of something the brand has believed since the beginning, that confidence is built. The campaign puts women's training at the centre of the launch and uses the platforms of Athlete programme members to motivate people to train and build confidence.

Campaign execution and retail integration

The partnership includes dedicated shopping experiences across Gymshark's retail locations. There is a dedicated online and in-store shopping experience where fans can shop the campaign looks alongside Megan Thee Stallion’s own Gymshark favourites. On the Gymshark website, Megan highlighted 50 of her favorite items from the shop and teased her own SoftSense shorts set called 'Thee Red Shorts'.

The campaign will appear across Gymshark's paid and owned channels, retail touchpoints, and out-of-home ads. It shows the brand’s latest training gear. Fans can shop the campaign looks and Megan Thee Stallion’s favourite Gymshark items through dedicated online and in-store experiences.