Gymkuma: Hidden Gyms

Sami Al-Farah, Basel Juma, Raya Abu Jaber

Gymkuma, a sportswear brand, launched a campaign in Jordan to raise awareness, introduce Amman to the new brand, and convert audience's interest into sales.

Campaign details

Brand: Gymkuma Brand owner: Gymkuma Entrant company: Wunderman ThompsonIdea creation: Wunderman Amman Market: Jordan Sector: Sportswear Media channels: Other & ambient media, Public relations Budget: Up to 500k

Executive summary

Gymkuma, a new local sportswear brand, was about to launch in a city with a small fitness community (only 5.7% of the population) where industry giants’ rule, and with a very small budget, it was impossible to compete. [1]

Stunned by how small of a segment prioritises staying fit, we decided to...

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