Gymshark Taps Megan Thee Stallion as First VIP Athlete
The fitness brand is leveraging pop culture partnerships to drive growth in its U.S. women's activewear category.
Updated on Oct. 21, 2026 in Women’s Clothing
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In Q3 2026, Gymshark announced a partnership with Megan Thee Stallion as its first VIP athlete to help reach new audiences. This collaboration follows a period of rapid growth for the brand's women's shorts, which saw significantly higher sales volume than its leggings in 2026.
Why it matters
Gymshark aims to deepen its connection with gym culture by aligning with influential figures who resonate with audiences beyond its traditional customer base. The strategic partnership is designed to maintain momentum in the competitive activewear market.
Gymshark sold over 2 million pairs of shorts in 2026, with unit sales for the category growing four times faster than leggings. Additionally, pink shorts saw a 392 percent increase in sales volume from August to September 2026.
The players
Gymshark
This is a U.K.-based fitness apparel and accessories brand that distributes its products through an omnichannel strategy.
Megan Thee Stallion
She is a prominent musical artist and cultural figure who has joined the brand as its first official VIP athlete.
The details
The brand recently launched an 11-piece activewear collection titled SoftSense to expand its women's offerings. Gymshark continues to utilize an omnichannel strategy, combining its online retail presence with physical locations like its 13,000-square-foot flagship in Noho.
Timeline
2025: Gymshark opened its 13,000-square-foot flagship store in Noho.
2026: More than 2 million pairs of shorts were sold.
August 2026 to September 2026: U.S. women's shorts sales volumes grew by 32 percent.
Culture Shift
Gymshark's pivot toward high-profile celebrity ambassadors and physical flagship locations mirrors the broader industry shift toward omnichannel retail strategies. This approach marks a departure from purely online models, allowing the brand to foster deeper community engagement.
Customers can expect increased availability of the new SoftSense collection across both physical and digital storefronts. The brand's expansion efforts, including planned gym locations in Miami, may offer shoppers new opportunities to engage with the brand in person.
The takeaway
Gymshark is actively diversifying its marketing by blending high-visibility pop culture partnerships with specialized product collections. Consumers should look for these collaborations to continue as the brand seeks to reach audiences outside of its core fitness base.
What happens next
Gymshark is currently planning to open a new public gym facility in Miami.
Further reading
For more on the latest trends in the apparel industry, read our Women’s Clothing section.
Live Poll
Do you typically purchase activewear brands based on celebrity partnerships?
