Gymshark, the fitness community and apparel brand, today announces a new campaign with professional fighter and Gymshark athlete Ryan Garcia ahead of his comeback fight on April 9th. Gymshark has teamed up with creative think tank PRETTYBIRD to create a moving three-minute film, directed by Jess Kohl, to tell Ryan’s incredible story and journey and showcase the themes of family, conditioning and ambition.
Ryan Garcia is widely regarded as one of the most exciting fighters in boxing today with a professional record of 21 wins and no losses. However, shortly after truly announcing himself on the boxing scene with a stunning win against Great Britain’s Luke Campbell in January 2021, “King Ry” announced he was seeking help for anxiety and depression and was putting his career on hold.
The campaign celebrates Ryan’s ability to overcome the adversity he has faced, both in and out of the ring, and build resilience as he gears up for his comeback fight against Emanuel Tagoe at San Antonio’s Alamadome on 9th April. In the film, Ryan looks back at his growth and credits his family as his support system. With the message of owning the journey, not the destination, and the power of perseverance, the campaign serves as an extension of the synergy between Ryan and Gymshark. Through a voiceover by his father, the campaign highlights the importance and impact of family and community.
This professional campaign titled 'The Return of Ryan Garcia' was published in United Kingdom in April, 2022. It was created for the brand: Gymshark, by ad agency: PRETTYBIRD. This Film medium campaign is related to the Recreation, Leisure and Sports industries and contains 1 media asset. It was submitted over 1 year ago.
Director: Jess Kohl
DOP: Michael Fernandes
Executive Producer: Ted Thornton, Juliette Larthe at Prettybird
Producer: Ross Levine
Production Designer: Adam William Wilson
Editor: Gaia Boretti at The Assembly Rooms
Colourist: Tim Smith at Cheat
Score: Alex Somers