Bumble and Gymshark billboards promote dates that workout
This campaign wants to give people a new way to connect over a shared love of fitness and exercise.
Bumble and Gymshark’s billboards / Hope and Glory
Dating app Bumble and fitness fashion brand Gymshark have teamed up on a fun ad campaign that highlights the importance of compatibility when dating. According to research from the brands, over one in five (22%) Gen Z and millennials have exercised or attended a fitness class on a first date.
Titled, ‘For Dates That Workout,’ the UK-based ad campaign spotlights the importance of compatibility when dating and how integral shared interests are to relationships. The partnership will also include new interest badges, including weightlifting, HIIT and bodybuilding, available to add to Bumble profiles and are based on Gymshark’s customer preferences.
Naomi Walkland, vice-president at Bumble in Europe, said: “Dating, especially early on, is all about experiences and what better way to connect than share something that you love? At Bumble, we are always trying to find ways to help people connect over shared interests, passions, and values.
“We’ve seen that our community is already showcasing this with our sports interest badges being the most popular globally. From skiing to Pilates, people can show off their favorite hobbies in their profile photos, bios, or by adding an interest badge to their profile and incorporating this into a first date can be an easy way to break the ice when you first meet.”
The campaign will be live across the UK from March 29, with the out-of-home billboards being revealed from April 3.
Gymshark’s chief brand officer, Noel Mack added: “Community is, and will continue to be, the most important part of the Gymshark story. We know Bumble gets this, and honestly – we’re big fans of how they think about community too.
“Their female-first approach in a world which is so often the opposite is refreshing and something we aspire to be more like as we continue the Gymshark Women story. Our purpose is to ‘Unite the Conditioning Community’ and it’s all about bringing like-minded people together – who better to collaborate with than Bumble to bring people together?