GYM CLOTHING CO.

THE BRIEF

THE STORY.

Passionately founded in the UAE in early 2018, Gym Clothing Co boasts homegrown credentials and is fiercely proud of its GCC roots — a point of difference that resonates strongly with a regional audience tired of generic global activewear. The brand provides cutting-edge activewear for all gym-goers that refuses to compromise on quality, offering collections that are comfortable yet high-performance for both women and men. Grassroots is the sole agency responsible for every outward-facing element of the brand's digital presence. That scope started with building and launching the e-commerce platform — handling everything from user-experience planning and product page design through to payment integration and post-launch optimisation. With the storefront live, we moved into content production. Our photography team created the full product catalogue, shooting each piece on models in studio and on location to give customers a realistic sense of fit, fabric and movement. Our videography team complemented those stills with dynamic short-form content designed to perform on Instagram Reels and TikTok, as well as longer brand films that communicated the ethos behind the label. On the social media management side, we built and executed a content calendar spanning organic posts, influencer collaborations and community engagement across all active platforms. To close the loop and drive measurable commercial outcomes, we designed and managed targeted paid advertising campaigns across Meta and Google, focusing on lookalike and interest-based audiences to build brand awareness and convert that attention into online sales. The result is a fully integrated digital ecosystem — from discovery through to checkout — managed under one roof.