British fitness brand Gymshark has released a campaign that challenges the picture-perfect image of gym-goers. 

British fitness brand Gymshark has released a campaign that challenges the picture-perfect image of gym-goers. Called “Look Good, Lift Ugly,” the ads feature images of the “true” faces fitness buffs make when lifting weights, including strained and, well, not-so-hot expressions. The campaign taps into young consumers’ desire to see wellness redefined, and to see brands depicting more realistic images of health and fitness. YPulse’s recent What Is Wellness? trend report found that 72% of young Europeans agree, “Current wellness culture puts too much emphasis on perfection,” and more than half say that brands often promote toxic wellness practices. By shifting the narrative away from unrealistic standards, Gymshark is joining Gen Z and Millennials in giving wellness a new image. (Marketing Beat)