Fitness and sportswear brand Gymshark has teamed up with doll brand Bratz to encourage girls to “own their individuality”.

To celebrate the launch of the new line, the collaboration hosted a fully immersive experience in Miami.

The experience aimed to give visitors a “bratified” gym experience. It included an outdoor gym with female-only staff.

Designed with women in mind, it featured purple turf and workout zones titled ‘Bestie Zone’, and ‘Heavyweight Dollz Club’.

Hannah Hastings head of brand at Gymshark said: “This collab is a love letter to every girl who had a Bratz doll growing up. Culturally, Bratz marked something important -it was the first doll that was feminine, but also a bit rebellious, unapologetic, and unafraid to take up space.

“With so many women feeling pressured to downplay their femininity just to be taken seriously at the gym, we wanted to create something that encourages them to show up as themselves.”

This came after research from Gymshark showed 53 per cent of Gen Z women have changed their gym routine, due to how a space made them feel.

It also highlighted that 25 per cent have switched gyms entirely and 23 per cent  have avoided attending. The study reported that six per cent of Gen Z women stopped going to the gym altogether.

Additionally, 89 per cent of women said their outfit impacted how they felt during a workout.

Bratz ‘s president and creative director Jasmin Larian Hekmat said: “Bratz has always been about pushing culture forward and encouraging girls to own their individuality.

“With Gymshark x Bratz, we loved the opportunity to merge fashion, fitness, and attitude in a way that feels authentic to today’s generation.

“This collaboration is about showing that confidence comes from embracing every side of yourself, whether that’s glamorous, strong, playful, powerful and now bratty”.

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