Megan Thee Stallion becomes Gymshark's first-ever celebrity ambassador in the Megan Does Gym campaign

Key Takeaways

• Gymshark has signed Megan Thee Stallion as its first ever celebrity ambassador in a multi-year partnership, and she joins the brand's Athlete programme.

• Her campaign, Megan Does Gym, launched on 13 October 2026 as the next chapter of Gymshark's global We Do Gym platform.

• Shot by Jack Bridgland, it shows her training alongside women from Gymshark's community through weights, HIIT, Pilates, medicine ball drills and her Stallion Kicks.

• The campaign runs across Gymshark's paid and owned channels, retail and out of home, with online and in-person shopping where fans can buy the looks and Megan's Gymshark favourites.

Gymshark has spent more than a decade building its name on lifters, coaches and fitness creators, so its first celebrity signing was always going to say a lot about the brand. It has chosen Megan Thee Stallion, the three-time Grammy winner who has been calling herself Thee Hot Girl Coach for years and who now brings that persona, and her famously devoted Hotties, to the gym floor.

The partnership runs for several years and starts with Megan Does Gym, a global campaign launched on 13 October and photographed by Jack Bridgland. Megan is not treated as a guest star either, because Gymshark has added her to the same Athlete programme as its competitors, coaches and creators, and built the campaign around the routine she actually follows.

Gymshark signs Megan Thee Stallion to a multi-year deal and its Athlete programme for Megan Does Gym

Megan Does Gym sits under We Do Gym, the brand platform Gymshark has used to describe itself as a gym brand first. The imagery and films move through heavy weight sessions, HIIT, Pilates and her signature medicine ball drills, along with a move the campaign calls Stallion Kicks, and she trains alongside women from Gymshark's own fitness community instead of a cast of models.

The campaign is running across Gymshark's paid and owned channels, its retail spaces and out of home advertising. Alongside it, the brand has set up a dedicated shopping experience online and in person, where fans can buy the looks from the shoot and pick up the Gymshark pieces Megan names as her favourites.

Megan framed the deal around the role exercise plays in her own life. "Fitness has become such an important part of my life," she said, adding that she wanted to reach people at every level. "We all approach fitness differently, so I just want to encourage everyone to find the best routine that works for them," she said, before urging fans to show up consistently and approach the gym with confidence.

For Gymshark, the signing is tied closely to who is now filling its customers' gyms. The brand points out that women account for the majority of gym memberships worldwide and that Gen Z is driving the growth of strength training. Carly Natalizia, Chief Commercial Officer at Gymshark, said "We've always believed the gym is where women build themselves twice over: their bodies, and their minds." She added, "Megan is living proof of something we've believed since the beginning: that confidence is built."

Megan Thee Stallion first played Hot Girl Coach for Nike in 2021 before releasing Hot Girl Systems in 2024

The Hot Girl Coach persona at the centre of the campaign is not new. In September 2021, Megan joined Nike's Play New campaign with a one-minute film in which she described 12-hour dance rehearsals, training five days a week and squatting through half of every show, declaring "I am an athlete." Fans could follow a workout with her and trainer Tara Nicolas on the Nike Training Club app and buy the outfits she wore in the ad.

That partnership grew into a product line. In February 2024, Nike released Hot Girl Systems, her first apparel collaboration with the brand, which included Nike Pro shorts and sports bras, a bodysuit, a onesie, a bomber jacket with removable straps and sleeves and cropped tees, decorated with her hottie flames and Y2K-inspired graphics. It came with a customisable Air Max 97 through Nike By You and new Hottie Lower Body and Hottie Core workouts on the Nike Training Club app. Gymshark is therefore signing someone who already has a track record of turning her training into content and clothing.

Gymshark's own route here began in 2012, when Ben Francis founded the business at 19 in his garage, and it has focused on gym clothing for weightlifters ever since. In June 2024 it launched We Do Gym, an in-house brand platform whose first billboards were full of gym in-jokes about chicken, rice and broccoli dinners, bum scrunch shorts and pre-workout energy. Bringing a global music star into that platform marks a shift for a brand that has made its name through athletes and creators, and it follows NikeSKIMS bringing Olympians including Chloe Kim and Jutta Leerdam into its autumn campaign, another recent activewear launch where the casting does the job of proving the clothes can handle serious training.