Gymshark collaborates with Bratz on activewear collection
Gymshark has launched a four-piece clothing collection in collaboration with the iconic Bratz dolls.
The sportswear brand said the sculpting and seamless range, which includes a sports bra, crop top, shorts and leggings, is designed to combine fashion, fitness and confidence in a single capsule collection.
Subscribe to TRBThe collaboration aims to reflect a growing cultural shift in how women approach fitness with the embrace of both strength and femininity.
It follows research commissioned by Gymshark, which found that 53% of Gen Z women in the UK have changed their gym routine because of how a space made them feel as a woman.
The study also revealed that 89% of women globally believe their outfit influences how they feel during a workout.
To mark the launch, Gymshark and Bratz hosted an immersive brand experience in Wynwood, Miami, over the weekend. The event featured a female-staffed outdoor gym complete with purple turf and workout zones including the “Bestie Zone” and “Heavyweight Dollz Club”, with every element inspired by the Bratz aesthetic.
Hannah Hastings, head of brand at Gymshark, said: “This collab is a love letter to every girl who had a Bratz doll growing up. Culturally, Bratz marked something important – it was the first doll that was feminine, but also a bit rebellious, unapologetic, and unafraid to take up space.
“With so many women feeling pressured to downplay their femininity just to be taken seriously at the gym, we wanted to create something that encourages them to show up as themselves.”
Jasmin Larian Hekmat, president and creative director, Bratz said: “Bratz has always been about pushing culture forward and encouraging girls to own their individuality. With Gymshark x Bratz, we loved the opportunity to merge fashion, fitness, and attitude in a way that feels authentic to today’s generation.
“This collaboration is about showing that confidence comes from embracing every side of yourself, whether that’s glamorous, strong, playful, powerful and now bratty”.
