// Gymshark hires David Laid as its first ever creative director for lifting
// The retailer said Laid is a “true success story of both fitness and lifting”
Gymshark has hired David Laid as its first ever creative director for lifting.
It is understood that Laid will be responsible for product development, creative direction, athlete recruitment and IRL events in the newly-created role.
The sportswear giant said Laid’s appointment sees the advent of discount codes at Gymshark. For the first time, shoppers will be able to apply Laid’s and other athletes’ discount codes when they check-out.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
“While Gymshark has ventured into various different areas of fitness and athleticism, David is coming on board to revive its heritage for where it all began – the weights room,” Gymshark said.
The retailer also said Laid is a “true success story of both fitness and lifting, as well as influencer marketing”.
Laid’s transformation video went viral amassing 49 million views on YouTube and has led to him becoming a “recognisable fitness influencer”.
He currently has over five million followers on social media.
Laid said: “When the guys at Gymshark said to me ‘do you want to come and be responsible for resurrecting our heritage for lifting, strength and conditioning’, it took me about under a second to decide.
“Gymshark is the lifting brand, one that has been a massive part of my life, so I couldn’t think of a better group of people to work with as Creative Director, Lifting. Our paths are similar – they were just starting out when I first went to the gym as a skinny teenager. And in the last ten years or so, we’ve grown together.
“Now, I have the licence to create content, product and events for our amazing community. I’ve loved being a Gymshark athlete, but I can’t wait to get started as a Creative Director. Let’s get to work.”
Gymshark founder and CEO, Ben Francis said: “When we started Gymshark, I was just a kid who was obsessed with gym. Now ten years later, the obsession remains as strong as ever. That’s why I can’t think of anyone better than David to join us as our first ever Creative Director, Lifting. His journey from being a 13 year old lad to the global fitness influencer he is today couldn’t be more in synch with us.”
