Adverts for sportswear tend to follow certain tropes, often with a lot of toned, sweaty-beaded flesh on display. But Gymshark is seeking to change gym stereotypes with what it's describing as its "first modest billboard".
It's not actually a billboard but a huge mural depicting fitness influencer Leana Deeb wearing a headscarf. And it's a breath of fresh air for fitness marketing (see our pick of the best sports logos for more inspiration).
