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What the Gymshark x Bratz Flop Actually Tells Us About Marketing to Women in Fitness
Brand Reputation, Gen Z Marketing Tove Björk Brand Reputation, Gen Z Marketing Tove Björk

What the Gymshark x Bratz Flop Actually Tells Us About Marketing to Women in Fitness

Before the Gymshark x Bratz collection launched, the comments were full of “just take my money.” Then it dropped — seamless sports bras and leggings in new colours — and the same community that had been ready to pay turned around and told Gymshark exactly what it should have made instead.

What does a backlash this specific reveal about Gen Z nostalgia, women as a fitness audience, and what happens when a brand assumes it's still doing the talking?

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