Gymshark makes a strong statement.
. It uses paint but also real fabric for the headscarf to create a 3D texture that makes it look even more striking. The piece is part of Gymshark's 'Every Strong Belongs’, which, while not entirely grammatical, has the laudable aim of promoting fitness inclusivity with the message that “strength isn’t one size fits all”.
“She lives and breathes everything we believe at Gymshark, so it’s amazing to have her on the team. We wanted to do something to not only celebrate Leana, but also her audience and everything she stands for. And, in typical Gymshark style, why not with a world first? Leana, we salute you” Deeb said: “To be the face of the world’s first modest billboard in such an iconic location here in London is a huge moment and responsibility. I truly believe impactful initiatives like these will empower more women to feel confident in their own skin and embrace their individuality.”
The mural will remain at Whitechapel Street, 16 yards from the East London Mosque, for the next four weeks. For more stunning OOH ads, see our pick of the best
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