Gymshark X
Finer Fitness

A 10K community hike bringing together North London’s Finer Fitness, an independent, community-led gym in North London and Gymshark for an activation rooted in authenticity, inclusivity, and culture. I produced the project end-to-end from creative development and logistics to on-the-ground storytelling, turning a simple fitness challenge into a celebration of real people and shared energy.

Shot through a streetwear-meets-outdoors lens, the campaign captured raw, social-first content that felt genuine and lived-in. With minimal resources and maximum intent, we proved that when brands connect with community, the result is culture, not just content.