The fitness industry has become massive. There are so many fitness brands (not just clothing) – but gymwear is becoming a big part of fitness influencing. And the thing is, so many brands are getting big. You’d think there isn’t a gap left in the market, but social media keeps giving new brands the power to grow. Just recently, the trend seems to be TikTok Shop and new brands generating a customer base through the app. They’re selling everything from t-shirts to leggings.
Below, we’ll explore how gymwear brands use social media to get big.
Leveraging Influencer Partnerships
Partnering with influencers is one of the reasons (if not the main reason) why these gymwear brands become so big. And there’s an almost endless list of influencers to select.
These collaborations involve fitness professionals and social media personalities who embody the brand’s values and aesthetics. Well, at least they do it for the money. Most of these influencers have multiple brand agreements. Most of these brands use wholesale t-shirts from websites like Wordans, using the same material, and put their logo onto it
Influencers wear and promote gym t-shirts and other apparel during their workouts, showcasing the product and tapping into the influencer’s loyal following. This strategy amplifies brand visibility and credibility – these influencers have a loyal following that trust their every word.
Creating Engaging Content
Content is still king – but the type of content is changing. Yes, written content works well, but videos and images work better with gymwear. , and gymwear brands excel by creating visually appealing and motivational content.
From high-quality photos and videos of athletes wearing branded t-shirts during intense workouts, this is the content people want to see. Interactive content, like live workouts, Q&A sessions with fitness experts, and behind-the-scenes looks at product design also works well for brands who want to deliver engaging content and promote gymwear without directly promoting the gymwear.
Utilising User-Generated Content
User-generated content (UGC) works well. It encourages customers to post photos and videos wearing gym t-shirts and gymwear products and provides authentic testimonials for the brand. These real-life endorsements are invaluable – they show potential customers that the products perform well in everyday fitness routines.
TikTok and Instagram Reels are a great place for this. Brands can then repost this content on their social media pages. That rewards engaged customers and strengthens the sense of community and belonging.
Running Targeted Ad Campaigns
Organic growth strategies are good, but so are targeted ad campaigns. These ads allow brands to reach specific demographics most likely to be interested in their products. For example, a brand can target ads for a new line of eco-friendly gym t-shirts for users interested in sustainability and fitness.
Or, they can use targeted ads to promote a specific style of t-shirt, like long sleeve or cropped. Social media platforms give brands sophisticated targeting tools to pinpoint users based on interests, behaviours, location, and more.
Social media will continue to be a powerful tool for gymwear brands wanting to make an impact. Studies show that 76% of consumers have purchased products they’ve seen through a brand’s social media profile, so it’s definitely a tool worth using.
