Gymshark Brings Conditioning Club to Austin With Scratch Creative

Ben Lofthouse, Co-founder and Creative Director of Scratch Creative, described the concept as celebrating “athletes who refuse to be defined by one discipline.” He added: “They run and lift.

They train and recover.” A collection expressed through competition According to Lofthouse, the agency’s remit covered venue sourcing, creative development, spatial design, planning, branding, production and onsite delivery.

The Austin brewery setting combined maximum deadlifts and one-mile runs with food, music and recovery activities. Gymshark’s official Conditioning Club collection is positioned around athletes who both lift and run.

The activation made that product positioning the basis of the programme, linking the launch to the training behaviours the range addresses. Building around the venue Lofthouse said Scratch Creative worked with the location’s industrial architecture, developing custom structures, finishes, graphics and branded installations…