Challenge

How can a new local online sportswear brand with a very small budget launch in a city with a small fitness community (only 5.7% of population are active) where industry giants’ rule. Here, we saw an opportunity in the less active 94% of the population which also was a challenge on its own, trying to push a sportswear brand to a community that is inactive!

Inspiration

Amman, Jordan’s capital, consists of landscapes such as narrow alleys, long staircases, and downhill & uphill roads, the perfect playground hiding in plain sight, simply walking around town is considered an exercise.

Idea

We located different spots that require physical effort than regular walking to go from A to B. We branded these locations with the most urban tool: informative street plaques. The plaques shared a unique exercise plan custom-made for each location. We pinned these locations on Google Maps.

This transformed Amman’s city alleys, roads and staircases into the world’s largest 1,680 km2 gym – offering free membership and unlimited access. The not-so-active population saw how their everyday journeys need active-wear, and Google Maps did not just direct them to our Hidden Gyms, but also our online store.

Growth

The Gymkuma launch propelled the brand into a healthy orbit in record time. The inspiring exercise gave the media a remarkable story to cover and became the backdrop for content by sports & health influencers. Some influencers & their followers took the trend further by posting images of themselves wearing the brand while exercising.

The steps Ammanis were taking in our hidden gyms were mirrored digitally in the high footfall on our website, and sales were 3X the expected forecast during the first 3 months.

Gymkuma Hidden Gyms Case Video Final1

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Awards

2022 Dubai Lynx

2022 Dubai Lynx

Media


Bronze

2022 Dubai Lynx

2022 Dubai Lynx

Healthcare


Shortlist

2022 One Show

2022 One Show

Health & Wellness: Experiential / Immersive / Events


Shortlist

2022 One Show

2022 One Show

Health & Wellness: Out of Home


Shortlist

Caples Awards

Caples Awards

Radical New Strategy


Bronze