Creative Creative Works OOH

Ad of the Day: Gymshark mural depicting Leana Deeb is a mix of paint and real fabric


By Amy Houston, Senior Reporter

August 27, 2023 | 3 min read

The social media star’s headscarf is made from real material to give the out-of-home (OOH) activation a 3D feel.

Leana - 01

Leana Deeb / Gymshark

Gymshark claims to have created the ‘world’s first modest billboard’ with its latest campaign that features fitness influencer Leana Deeb wearing her headscarf.

The Shoreditch-based push is part of the brand’s ‘Every Strong Belongs’ campaign that promotes fitness inclusivity. The mural is the work of Global Street Art.

Deeb first began making online videos last October and has since gained a staggering 18m followers across her channels.

She said: “When I started sharing my journey, the goal was to inspire my audience and to help them become the best version of themselves. That hasn’t and won't ever change. I feel completely aligned with Gymshark’s message of Every Strong Belongs and look forward to breaking boundaries together.

“To be the face of the world’s first modest billboard in such an iconic location here in London is a huge moment and responsibility. I truly believe impactful initiatives like these will empower more women to feel confident in their own skin and embrace their individuality.”

Deeb will grace the billboard on Whitechapel Street, just 16 yards from the East London Mosque, for the next four weeks.

Calum Watson, global partnerships director at Gymshark, added: “Leana’s journey has been nothing short of remarkable. She’s one of the most important and inspirational athletes in the world today.

“She lives and breathes everything we believe at Gymshark, so it’s amazing to have her on the team. We wanted to do something to not only celebrate Leana, but also her audience and everything she stands for. And, in typical Gymshark style, why not with a world first? Leana, we salute you”

There are just a few weeks left to submit your entries for The Drum Awards for Creativity. Categories are open for craft, campaigns, companies and people.

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