Gymshark, the fitness and accessories brand, partnered with experiential agency MKGand iconic fashion doll brand Bratz to transform a raw outdoor space in the heart of Wynwood‘s cultural district into an immersive gym environment.
Built from the ground up over four days of load-in, the “Brattified” experience ran June 6–7 and marked the first full IRL expression of the Gymshark Women brand. Attendees could work out, shop an exclusive Gymshark x Bratz collection, customize apparel, and step inside a bold, fashion-forward world that sits at the intersection of fitness culture and unapologetic self-expression.
An experience based on a shared identity
MKG served as lead experiential agency for the experience, overseeing the entire activation including the ground-up construction of a fully operational gym and retail experience on a raw, unpaved outdoor lot. The work spotlighted the organic overlap between the bold, fashion-forward, individualistic ethos Bratz is known for and the confident, unapologetic self-expression that underpins the Gymshark brand.
“To make something like this work requires understanding Gymshark’s consumers on a deeper level – how they connect what they put out into the world to who they are inside,” said Christine Capone, President, MKG. “This activation resonated because it is a physical representation of that shared identity, elevating what could otherwise have been just a workout space or an outdoor retail store.”
A multi-faceted experience
GymBratz offered attendees a full suite of immersive zones, soundtracked by a live DJ keeping energy high across both daily sessions, and had marquee brand partners including e.l.f. and Bloom, integrated throughout:
- The Gym: Fully equipped with Primal Performance Series equipment, a powerlifting zone, a glute/lifting zone, a group fitness class area, and cardio machines facing each other (“Bestie Zone”)
- Retail: Branded retail space with curated Gymshark x Bratz product, fitting rooms, a purchase pick-up station, and a Doll Box photo moment
- Customization Station: Airbrush personalization of Bratz collection items
- The Gym Vanity/Beauty Bar: A branded vanity station with LED mirrors, chrome finishes, and color-changeable lighting (e.l.f. integration) as well as “Nail ER” – where attendees could get their nails touched up after their workouts
“The creative brief was really about one thing: understanding exactly who the Gymshark Woman is and what motivates her,” said Katy Bohurjak, Creative Director, MKG. “Every design decision, from the purple turf to the Brattified equipment to the vanity station, was made in service of that woman, creating a space where her fitness, fashion and personal identity converge.”
