Gymshark has launched a four-piece seamless capsule collection in partnership with Bratz, the fashion doll franchise produced by MGA Entertainment, going on sale exclusively via Gymshark.com from June 8.
The collaboration is anchored by Gymshark-commissioned research showing that more than half of Gen Z women in the UK have modified their gym behavior because of how a space made them feel.
According to that research, 53 percent had changed their gym routine for that reason; 25 percent had switched gyms entirely; 23 percent had avoided going on certain occasions; and 6 percent had stopped attending altogether. A further finding – that 89 percent of women globally said their outfit affects how they perform – provides the product rationale for the collection.
The range consists of a sports bra, crop top, shorts, and leggings in blue, pink, and orange colorways, all in Gymshark’s sculpting seamless construction. The MGA Entertainment doll brand, which launched in 2001 and built its identity on a deliberately non-conformist aesthetic, functions here as shorthand for unapologetic self-expression in a space where women still report significant discomfort.
To mark the launch, Gymshark hosted a female-staffed outdoor pop-up in Wynwood, Miami, featuring branded purple turf and workout zones named “Bestie Zone” and “Heavyweight Dollz Club.”
