Case Study: GYM AESTHETICS

Repositioning from Fitness Niche to Universal Sportswear Brand

Rebranding for Broader Market Appeal

Gym Aesthetics originally launched as a brand deeply rooted in bodybuilding and aesthetic-driven fitness culture. In 2016, we led a full-scale repositioning to evolve Gym Aesthetics into a versatile sportswear brand — one that speaks to a wider athletic audience across various disciplines.

Key Results

What We Did

1. Strategic Rebranding

We completely revamped the brand’s positioning — visually, verbally, and conceptually. Instead of focusing solely on physique and aesthetics, the brand began to embody movement, performance, and functional athleticism, appealing to a wider demographic of athletes.

2. Hero Campaign with Multi-Sport Focus

We produced a high-quality hero campaign featuring athletes from diverse sports backgrounds — from CrossFit and calisthenics to functional fitness and running.

Objective: Build authenticity and expand the brand’s relevance across multiple sports verticals.

3. Paid Media Amplification

We launched a broad paid campaign across Facebook and Instagram to scale the new brand image.

Impact:

• +25% increase in media spend

• Stable performance (no drop in ROAS)

• Notable growth in brand awareness and audience acceptance

This is the perception of Gym Aesthetics BEFORE the rebranding efforts:

The is the outcome of the rebranding: