gymshark.
Insight
In the UK, up to 40% of regular gym-goers silently struggle with body dysmorphia and undiagnosed eating disorders. Despite these mental health challenges, their behaviors are often overlooked or even praised by society, as they appear "fit" and "healthy" on the surface.
These unhealthy behaviors after often normalized.
Campaign
In order to create awareness, Gymshark launches the campaign. Shattered Reflections, during eating disorder awareness week. (February 26-March 3).
Protein Range
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Gymshark's protein range hits gym vending machines—
but when you turn the product over, the macros disappear, replaced with a reminder that your health isn't only in the numbers.
Activation
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To bring the campaign's message to life, Gymshark replaces gym mirrors in-store and in select participating gyms across the UK with broken, distorted reflections.
Using mirror stickers to reinforce the message and shed light on what body dysmorphia can feel like.
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Socials
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Gymshark launches a broken mirror Instagram filter during
Eating Disorder Awareness Week, inviting their athletes and Gymshark family to spark conversations about toxic, normalized behaviors within the industry.
By sharing their personal experiences–on body image overtraining, and disordered eating–they challenge harmful fitness norms. The filter encourages open dialogue, helping break the stigma and foster a more supportive, aware industry.