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By John Glenday, Reporter

April 28, 2023 | 3 min read

The spot tells the Irish boxer’s story of overcoming adversity.

British fitness brand Gymshark is undertaking some heavy lifting to empower female athletes with a double whammy of ads designed to smash gender barriers.

The first of these celebrates trailblazing Irish boxer Katie Taylor in advance of her much-anticipated debut at Madison Square Garden.

Going back to Taylor’s roots, Gymshark has traced the challenges and successes of the Irish heroine ahead of her showdown with Amanda Serrano, billed as a historic moment for women’s lightweight professional boxing.

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Calum Watson, Gymshark partnerships director, explained: “Katie Taylor has spent her whole life fighting and overcoming adversity inside and outside the ring. While most boxers fight in the ring, Katie fought to get in it. Katie was a perfect fit for Gymshark because of her change-maker spirit and relentless desire to forward her sport for the next generation. We look forward to continuing our journey with Katie and inspiring the next generation of athletes through incredible role models like Katie Taylor.”

The second advert demonstrates how gym-going doesn’t need to clash with your social life, showing one fitness addict seamlessly transitioning from squats to a manicure.

Produced by Great Coat Films and directed by Dir Lx, better known for his rap and grime music videos, the 50-second showcase from the street to the treadmill shows how you can look great without breaking a sweat by donning the brand’s fitness apparel and accessories.

Gymshark has previously promoted mental health and Black history, by uniting people with a shared interest in fitness.

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