THE GLUTEY HOTLINE LANDED IN LONDON & MIAMI. THE GLUTE EXPERTS SHOWED UP & SHOWED OUT

THE IDEA

Working alongside the Gymshark team, we created a disruptive and highly shareable brand moment, activating across key cities: London, New York, and Miami, with a series of bold street installations built around retro phone booths. Each booth was branded with playful signage reading “Glutey Hotline”, creating an unexpected visual that instantly sparked curiosity and encouraged passers-by to stop, interact, and get involved.

THE PROCESS

From concept to street-level execution, we managed the activation end-to-end across three key cities: London, New York and Miami.

We developed the creative concept and designed a series of bespoke retro phone booth installations, each brought to life in the hero product colourways of pink, yellow and blue. Alongside the creative development, we managed the full production process, from fabrication and supplier coordination through to logistics, permitting and on-site installation.

The activation was brought to life through an integrated technology and competition mechanic, giving passers-by a simple and engaging way to interact with the installations. We developed a digital quiz experience that allowed people to participate directly at the booth, with the opportunity to win prizes through a combination of competition and spot-gifting.

Rather than requiring a product purchase or relying on large volumes of guaranteed giveaways, the mechanic was designed to be quick, accessible and low-barrier. The technology made the experience immediate and seamless, while the quiz added a playful layer of interaction and anticipation, encouraging people to stop, engage and share the experience.

Delivering a consistent global brand moment across three culturally influential locations required careful planning and coordination across multiple markets. We managed the practicalities behind the scenes, coordinating production, technology, transportation, permitting and installation to ensure each activation was delivered seamlessly and consistently across all three cities.

The result was a bold, highly visible street activation designed to stop people in their tracks and spark conversation both on the ground and across social media. The striking colour-blocked installations created a naturally photogenic moment, while the interactive technology and competition mechanic encouraged genuine participation and helped extend the campaign beyond the street and into the digital space.

THE OUTCOME

The activation transformed an everyday street installation into a playful, unexpected Gymshark brand experience, creating a strong visual presence across three major cities. The combination of bold design, a simple participation mechanic, and a highly shareable concept encouraged real-world interaction while extending the campaign into social media, generating attention, conversation, and organic reach around the product.