Sportswear brand Gymshark is celebrating the UK leg of Taylor Swift’s global ‘Eras’ tour by pulling together a tribute collection which recreates some of the star’s most recognisable outfits.
Using a lookalike model, some of Swift’s most iconic showpieces have been brought to life by the brand with a fitness-focused twist, as it transforms some of its classic gym gear into a selection of the global pop superstar’s show-stopping fits.
The marketing stunt – which also includes a VIP ticket giveaway – puts Gymshark right at the centre of the UK Swiftie conversation as fans around the country gear up for the event of the year.
The ‘I bet you think about gym t-shirt will also be available at Gymshark’s Regent Street store from tomorrow.
Tapping neatly into Swift’s Eras theme, each Gymshark outfit also references one of the singer’s albums.
“We couldn’t let arguably the biggest cultural musical moment of 2024 pass without getting a little bit involved,” said Gymshark head of social, Emily Lorimer.
“We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought why not do something responsive that ticks both boxes? For the record, we are always in our gym Era though.”
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Making the most of the opportunity, Gymshark is also running a competition to win VIP tickets to a Wembley show. The Instagram post announcing the competition was liked over 64,000 times within the first 24 hours of going live.
The stunt comes as Swift prepares to play the UK leg of her ‘Eras’ world tour, with concerts planned for Liverpool, London and Cardiff before setting off to Dublin. Tickets sold out almost immediately and are currently available on resale sites for as much as £900.
The global Eras tour began in March last year and is due to end this December. Set to include 152 shows across five continents, the tour has spawned a worldwide hit film featuring some of the star’s concert highlights.
