Muscle Thobe and Ghutra

A gym-wear thobe and ghutra built with GymNation's Saudi members, launched as a limited run and carried almost entirely on earned media and four Saudi creators. The chain reported more than 14 million impressions and a sell-out of the first production run, and is now talking to a Saudi manufacturer about scaling it.

The brief

Saudi gym members who asked for an athletic thobe to wear before and after training.

The idea

GymNation co-designed a training thobe and ghutra with members, released a limited run and promoted it through earned coverage and four creators from Saudi Arabia, with no agency retainer.

What to borrow

Building a product from members' own request gives a brand a story the community spreads for it.

Brand	GymNation
Agency	Not named on the source
Talent	Not named
Channels	social, digital
Source	Campaign Middle East