Chris Bumstead. Gymshark athlete.
He’s back, baby.
This campaign was to announce that Gymshark had re-signed Chris Bumstead as an athlete.
Often referred to as ‘Daddy’ by his fans, we went with ‘Daddy’s Home’ for the announcement.
The announcement
We flew to Port St. Lucie in Miami to stage a press release for the announcement with Chris. A cliffhanger cut was released a day before the announcement, playing into the rumours about his bodybuilding retirement. The full announcement video was then released and turned into hype edits for TikTok.
Social
Prior to the announcement, I wrote some captions for Chris to tease on his Instagram alluding to something changing to help feed into rumours of his retirement and reduce any connection to us.
After the announcement, I then wrote a statement for Chris to post to explain his decision to return, playing on the word ‘Gymthark’ because of his infamous lisp.
