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By Hannah Bowler, Senior reporter

February 3, 2022 | 2 min read

Gymshark has created a campaign that celebrates local community leaders to coincide with Black History Month.

For the ‘To The Heroes’ campaign Gymshark has released three videos telling the personal stories of individuals who have used sport and education to help their communities.

It was developed by Obsidianworks, the ad agency founded by actor and producer Michael B Jordan and Nike marketing veteran Chad Easterling in November 2020.

The creative was made by an entirely Black team, from the camera crew to the makeup artists, caters and health and safety officers.

Gymshark’s vice-president of brand marketing Sennai Atsbeha says this fostered a “community space where everyone felt welcomed and understood.”

Founder of Disabled But Not Really, Wesley Hamilton, is the subject of the first film. The one-minute video explains how Hamilton transformed his life after being shot and ending up paralyzed. His charity is focused on restoring hope to the disabled community.

Also featured in the line-up is Mel Douglas, founder of Black Women’s Yoga Collective, which is dedicated to increasing wellness accessibility and representation for people of color, especially Black people.

The final video released on February 16 is of Jason Wilson, founder of the non-profit group The Yunion. He aims to improve the futures of teens by strengthening families through education, parental engagement, mentoring and counseling.

Atsbeha says the individuals were selected for their ability to work up new ideas and solutions to community problems. “They live Gymshark’s values and message. They are real-world role models who go above and beyond to unlock potential for the good of their communities. We want to celebrate these leaders who are doing what they can to move their community forward,” she says.

It’s the second US-specific campaign by Gymshark after it debuted the United We Sweat campaign in January.

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