Founded in the social media age, activewear brand Gymshark, valued at over $1 billion in 2020, has developed a following most apparel brands would kill for. To showcase that fanaticism, and to reward its many fans, the company opened a pop-up stall in London, fronted by its founder Ben Francis to sell authentic branded products at market prices.
The pop-up stall was created as an ironic way to promote the company’s forthcoming flagship store that is set to open on Regent Street later this year. It is the first time that Gymshark has held an in-person event for its community due to Covid-19 restrictions across the U.K. forcing it to rely on virtual activity. The idea of a stall selling legitimate branded items was in recognition of the issues around counterfeit items sold at markets at far lower prices.
The stall was set up at Lower Marsh market in London on May 13 and was promoted by the internal communications and marketing team using only its social media accounts and an onsite handheld sign. In response, a queue of hundreds formed around the block to purchase Gymshark branded products from the stall while they were available at the lower price. The only prior warning given was an hour in advance to its social media followers—on Instagram alone the brand is followed by 5.25 million people.
Building community
Outlining the reason for the stunt, Noel Mack, chief brand officer for Gymshark, told Adweek: “We’ve always called ourselves a community brand, and lately lots of other brands seemed to have followed suit. But you can’t just say the word community and that makes it true, you have to be out here, with them.”
“It’s no secret that we are coming to London later this year with our flagship on Regent Street, but that’s going to take a while and we’re not into standing still. So, we wanted to get out there with our people in almost polar-opposite way to a flagship store in London, because who said a billion-dollar brand can’t do a London market stall?”
Details on what to expect from the store opening have yet to be revealed although it did release a walk-through video on YouTube in December, hosted by Francis, to reveal the location.
“I love what the team have done here,” added Mack. “Popping up a market stall, having people wonder if it’s legit until they look closer and realize it’s Ben Francis selling to them… Not many CEOs would say yes to this stuff.”
Mack said it took a total of four hours for the stall to completely sell out.
