Megan Thee Stallion Drives Gymshark's Shorts Surge
Gymshark's first celebrity partnership with Megan Thee Stallion accelerates women's activewear growth, with shorts sales up 32% and a new flagship store.
Gymshark announced Megan Thee Stallion as its first-ever celebrity ambassador on October 13. The multi-year partnership, launched just days after Shane Gillis' SNL monologue, marks a strategic shift for the fitness brand.
The 'Megan Does Gym' campaign is now live. It forms the next chapter of Gymshark's 'We Do Gym' platform.
Campaign Strategy
The campaign centers on Megan Thee Stallion's personal training philosophy. It highlights Pilates, HIIT, and weight training. Photographer Jack Bridgland shot the visuals, which feature Megan training alongside women from Gymshark's fitness community. Workouts include heavy lifting, medicine ball drills, and her signature 'Stallion Kicks' routine.
A campaign video is set to her number-one hit 'Savage'. The aim is to connect Gymshark's training identity with Megan's music and persona. She invites her 'Hotties' fanbase and Gymshark's community to build routines grounded in consistency. Noel Mack, chief brand officer at Gymshark, stated the campaign responds to community conversations about women's gym shorts. He also addressed the timing. "We announced Megan as our first VIP athlete just days after the SNL monologue and the internet immediately connected the dots," Mack said.
The brand emphasized it sought a genuine ambassador. "We didn’t want a talent who would just put on our clothes for a campaign." Mack added. As part of the deal, Megan joins Gymshark's global Athlete programme.
Business Impact
The partnership targets explosive growth in women's shorts, a category already surging. Gymshark sold more than 2 million pairs of shorts so far this year. In the U.S., women's shorts sales grew 32 percent year-over-year from August to September. A specific color variant saw even more dramatic growth.
| Product Category | Growth Metric |
|---|---|
| Women's Shorts (U.S., YoY) | 32% |
| Pink Shorts (YoY) | 392% |
| Leggings Sales Growth | 2% |
Women’s shorts unit sales grew four times faster than leggings this year. The campaign features a dedicated shopping experience online and in-store. It shows over 50 of Megan's favorite Gymshark products. A key item, 'Thee Red Shorts' set, launches October 22.
Brand Expansion
Gymshark is expanding its physical presence alongside this celebrity push. The brand opened its first U.S. flagship store last year. The location is a four-floor, 13,000-square-foot space in New York's NoHo neighborhood. The company is also opening a Gymshark gym in Miami.
Stores are designed as community spaces, not only retail points. Gymshark views physical retail and omnichannel experiences as major growth opportunities. The women's category has seen particular global growth, especially for shorts. The campaign will appear across paid and owned channels, retail touchpoints, and out-of-home advertising.
Carly Natalizia, Chief Commercial Officer at Gymshark, stated that championing strong women has been part of the brand's DNA since day one. She described the gym as a space for developing both physical strength and mental resilience. Megan Thee Stallion embodies this ideal of confidence and individuality. Megan herself stated that fitness impacts both physical and mental health and builds confidence. She encourages everyone to find a routine that works and show up consistently.
The campaign also serves as a platform for Megan's music career. She continues teasing her forthcoming 'ACT: III' album during the partnership. Her most recent album, 'Megan', debuted at No. 3 on the Billboard 200 in 2024. Megan will lead workouts including her 'Stallion Kicks' routine. 'Thee Red Shorts' are set to launch on October 22.
