After the 80 ‘influencers’ del mundo del ‘fitness’ can a Gymshark accumulative dos millones seguidores and TikTok, a tripartite Nike sectors.
Since being founded in 2012 by Britishman Ben Francis, the Gymshark sportswear brand has risen to prominence with an important position in this competitive market. To compete with the giants of the sector, Francis posted an unusual strategy: instead of sending stars to the converters to convert them into the image of their brand, opting to attract dozens of ‘influencers’ around the world of ‘fitness’ of different reasons soirees.
So, for example, state-of-the-art ballerina LeBron James firm met Nike with a $ 1,000 million vital contract to promote its products, while Japanese tennis player Naomi Osaka received the company’s maximum of $ 10 million annually. Mientras, Gymshark offers to its patrons much less money — from $ 6,000 to $ 100,000 a year, according to Forbes — and does not require them to complete a series of requisites, allowing them to do what they want, as long as they live.
As a result of its strategy, the influx of 80 ‘influencers’ contracted by Gymshark around the world ‘fitness’ allowed the brand to reach more than a million millions of TikTok users, surpassing the 700,000 users following Nike in the short videos platform.
In a comment quoted by the Forbes magazine, Francis — who previously worked as a pizza vendor to meet the diner with whom he was hired — explained that his emphasis allowed the members of Generation Z to be called, who were very close in size to habitual promotion methods.
“Only young people want to buy branded books by a community that is aligned with its values. [Así que] we are a community that also sells things “, explains the empress, from 28 years.
Gymshark’s strategy has resulted in an explosive crime only on the number of followers, including its financial figures. Asia, in the last year its incomes increase by 40% has reached 330 million dollars.
In August, 21% of the company was charged $ 300 million for the General Atlantic crime syndicate. The remaining stake in Francis is $ 900 million, according to Forbes, which estimates the total value of the company at $ 1,400 million.
In a near future, Francis plans to develop the logistics area to implement fast-moving products and increase its presence in EE.UU. The Joven company compared Gymshark’s exit with the popularity of the company founded by Steve Jobs.
“When Apple started, it was adopted by architects, creatives and other types of ingenious chic.