GYMSHARK

Gymshark started as a digital-first brand, but with its recent entry into physical retail, there was an opportunity to translate its strong community presence into a real-world experience. For this project, I developed and designed a new concept for their Varsity campaign, drawing inspiration from nostalgic cultural codes tied to high school and campus life. The creative direction used subtle humor and layered storytelling—brought to life through Easter eggs like a dumbbell made from fitness and bodybuilding books.