'Look Good, Lift Ugly'—Gymshark Aims to Counter Fitness Image Stereotype

Featuring three athletes, the brand demonstrates that nobody looks 'pristine' mid workout

No one looks perfect after a gym workout, something that perhaps has not translated into advertising in the past. Through its communications, sports apparel firm Gymshark aims to counter that mistruth, which it continues with its latest campaign “Look Good, Lift Ugly” as it seeks a new social media lead.

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