Gymshark and Bratz collaboration. Image source: Gymshark
Gymshark, the British activewear powerhouse, has launched a capsule collection with Bratz, blending “fashion, fitness, and attitude” to inspire women to embrace and celebrate their individuality.
The collaboration centres on a gymwear collection that embodies what Gymshark identifies as a cultural shift in women’s fitness, where strength and femininity coexist, and confidence is expressed without compromise.
According to Gymshark’s study, more than half of Gen Z women in the UK (53%) have altered their gym habits due to how a space impacted their experience as women; 25% changed gyms, 23% avoided visits, and 6% stopped going entirely.
The study revealed that 89% of women worldwide feel their workout experience is influenced by what they wear.
Hannah Hastings, Gymshark’s head of brand, described the collaboration as “a love letter to every girl who grew up with Bratz. The dolls represented something culturally significant; they were the first to embody femininity while being rebellious, unapologetic, and unafraid to take up space.”
“In response to the pressure women often face to downplay femininity in fitness environments, we created a collection that inspires them to show up unapologetically as themselves.”
The Gymshark x Bratz sculpting seamless capsule features four pieces – a sports bra, crop top, shorts, and leggings delivered in bold shades of blue, pink, and orange. The collection launches exclusively on Gymshark.com at 7 pm BST, June 8.
Bratz president and creative director Jasmin Larian Hekmat explained: “Our brand has always been about pushing culture forward and inspiring girls to own their uniqueness. With Gymshark x Bratz, we loved blending fashion, fitness, and attitude in a way that speaks to today’s generation.”
To celebrate, Gymshark created a pop-up in Miami’s Wynwood neighbourhood, presenting a “bratified” gym experience. The outdoor gym, staffed entirely by women, was designed with female athletes in mind and featured purple turf alongside zones like the ‘Bestie Zone’ and the ‘Heavyweight Dollz Club.’
