Birmingham City University is to collaborate with Solihull-based fitness brand Gymshark

Birmingham City University is to collaborate with Solihull-based fitness brand Gymshark in a new course module tasking students with creating an inclusive marketing and PR campaign.

Students at the University’s School of Fashion and Textiles will explore customer journeys, consumer purchasing decisions and influencer engagement as part of the cause-related marketing assignment, aligned to Gymshark’s aim of ensuring sportswear is accessible for all.

“I hope that working with such a profound and aspirational brand will result in my students leading the way when heading out into industry and shaping a better future,” said Laura Arrowsmith, lecturer in Fashion Business and Promotion at Birmingham City University.

“I’m excited to see the campaigns that students create for Gymshark, based upon equality, diversity and inclusion. Every day we’re seeing more and more brands further recognising and highlighting the importance of equal opportunities, recognition and representation.

Equality, diversity and inclusion is fundamental in any business model as it ensures that people are valued and have the same access to opportunities whatever their differences.

Based in the UK, Gymshark recently announced plans to open its first US distribution centre in California as part of its wider expansion plans for North America.

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