Gymshark has launched the world’s first modest billboard, in collaboration with fitness influencer Leana Deeb.
Deeb is a Muslim athlete for the sportswear brand, who combines faith with fitness and has gained millions of followers on TikTok and Instagram.
The modest billboard, based in Shoreditch, London, refers to a 3D billboard covered with physical fabric to create Deeb’s headscarf.
The billboard is “the first of its kind to celebrate the millions of women that wear modest clothing each and every day” says the retailer.
It explained the display celebrated: “the huge community of Muslim women in the conditioning community that are putting in the work to improve both their physical and mental health.”
Measuring 16x10m, the display was launched as part of Gymshark’s Every Strong Belongs campaign, which highlights the message “strength isn’t one size fits all”.
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Deeb will remain on the billboard for the next four weeks.
The athlete said: “To be the face of the world’s first modest billboard in such an iconic location here in London is a huge moment and responsibility.
“I truly believe impactful initiatives like these will empower more women to feel confident in their own skin and embrace their individuality.”
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