Part 2/10:
The controversy can be traced back to their strategic reliance on influencers, an approach that was groundbreaking when launched in 2014. As the first fitness brand to engage Instagram influencers, Gymshark effectively utilized these partnerships to cultivate a fanbase, leveraging the popularity of early big names like David Laid. This approach not only created a coveted status among fitness influencers but also generated exponential growth for the brand. Yet, the very dynamics that propelled Gymshark’s rise also laid the groundwork for its eventual public relations downfall.