Gymshark66 New Year Initiative Based On research Showing 80% Of Resolutions Fail

Gym apparel challenger brand Gymshark leveraged the traditional New Year fitness period with a non-traditional ‘Dream Small’ marketing initiative based around brand research showing that 80% of all resolutions fail ‘because they are too big’.

The January Gymshark66 project and ad campaign – which actually launched on 30 December 2022 with a lead online spot – urges people not to rush in to unsustainable workout programmes and instead challenges them to focus on the month of February and on ‘Dream Small’.

Gymshark66 is back. Forget your big resolution. Instead, we’re challenging you to dream small. Set small goals for 66 days to create a habit, and change your life. Because 80% of resolutions fail. We think Gymshark66 is the solution.

The initiative aims to build a worldwide community committed to change by taking practical and realistic small steps through a workout programme called ‘Gymshark66’ which was developed to help people stay the course in the long term.

The ‘Gymshark66’ title promotes the brand’s research back belief that it takes 66 days to form a committed exercise habit which will ‘lead to changing your life for the better’ and to a 5k run at the end of the programme. Essentially the project is a 66-day mind, body and soul challenge to ‘change your life by forming positive habits that will last a lifetime’.

As the initiative’s website copy states:

“Dreaming small? Yeah, just hear us out. Don’t get us wrong – we still love a big dream. But 80% of resolutions fail because they’re way too big, too unattainable, and we can’t actually find a way to reach them. So instead, we’re encouraging you to focus on setting small, achievable goals every day. Because with every little win, that big dream is going to look a little smaller. A little closer. A little less impossible. That’s what Gymshark66 is all about. They say it takes 66 days to form a habit; we believe it takes 66 days to change your life. No big leaps. Just small steps, every day, for 66 days. So, while everyone else is telling you to do the impossible, dream big. We’re going to say: don’t. Because that’s not how those big dreams are made. They’re made by doing the possible. By dreaming small.”

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This continues Gymsharks recent run of notable ad campaigns and marketing initiatives such as 2022’s ‘Deload Barbershop‘ pop-up with CALM, its ‘To The Heroes‘ Black History Month initiative and ‘The Real Player Mode’ South American student project.