Gymshark had always supported the LGBTQ+ community but never actively challenged itself to understand if the company was a faithful ally.

It felt only right to challenge ourselves to support our community, educate the company and its audience, and celebrate LGBTQ+ individuals for Pride Month. Throughout the process of answering this brief, we quickly realised Gymshark wanted to take a more active approach to its allyship. We acknowledged that authenticity is often about owning your flaws and striving to be better, so Pride in Progress was born.

We used Pride in Progress to challenge the company to take its first proper steps in supporting the LGBTQ+ community, which brought about the first pride seminars, company pledges and LGBTQ+-focused campaign in the company's history.