Put Down, Pull Up, Show Up - Gymshark x Steel Warriors unite to get more young people into fitness while fighting knife crime
New collab aims to bring more accessibility to fitness and instil discipline, routine and structure to those who need it most
LONDON, UK, 18th September 2024: Gymshark, the fitness and community brand, today announces a new long-term partnership with the anti-knife crime charity, Steel Warriors. The two are coming together to transform young people’s lives by giving them more access to fitness, while at the same time helping to reduce the endemic of knife crime in the United Kingdom.
Most recent figures from the government reveal that there were over 50,000 knife-related offences in England and Wales last year. Since its inception in 2017, Steel Warriors has been on a mission to not only take knives off the street, but then melt them down and recycle the steel into outdoor street gyms.
Gymshark and Steel Warriors are encouraging everyone to “Put Down, Pull Up, Show Up”, which is designed to tackle multiple issues young people face and inspire them at the same time:
Put Down - Firstly, the issue of knife crime is not going away. Steel Warriors has made great strides in its seven years, but more needs to be done. Gymshark is bringing its platforms and community not only to bring more awareness to Steel Warriors’ mission, but also to educate young people on the positive and long-lasting impact that fitness can have.
Pull Up - Gymshark and Steel Warriors share the common belief that the gym is a place that can instil discipline, routine and structure - traits that many who get mixed up in knife crime have not had the opportunity to develop. Gymshark and Steel Warriors believe that fitness can bring these traits and help get young people onto a positive trajectory, rather than landing on the wrong side of the tracks. The gym is also increasingly a place that is as much about mental health as it is about physical health, so the partnership aims to help young people with both aspects of life
Show Up - inaccessibility to gyms and training facilities remains an obstacle facing many young people. Gymshark will be instilling bars and facilities from Steel Warriors in its flagship store in Regent Street and upcoming store in Westfield Stratford to encourage anyone and everyone to train for free. Additionally, Gymshark will also be hosting free events, helping young people to achieve PT qualifications, providing funding and support with the opening of more gyms
Noel Mack, Chief Brand Officer, Gymshark said: “As a proud British brand, we’re so inspired by the work that Steel Warriors have done to date in the UK. To have removed so many knives from the streets, to have built gyms from the metal and to have genuinely changed the lives of so many is genuinely extraordinary. But they’ll be the first to admit there is still so much more to do. And that’s where we hope Gymshark can come in. We’ve helped thousands with their fitness journeys and we’ve built a community that is there for others just starting on theirs. If we’re able to help shine a light on Steel Warriors mission, to encourage people to choose fitness over crime, to improve their physical and mental health, then we are absolutely here for it.”
Christian D’Ippolito, Head of Marketing at Steel Warriors said: “Teaming up with Gymshark really is a dream come true. We’re simply thrilled at the prospect of having such a relevant partner validate our work and support us through this exciting new chapter. Furthering our reach, growing the community and positively impacting the lives of more young people are our key objectives. The partnership is also testament to what can be achieved through resilience, determination and passion; shared values of ours that ultimately underpin any journey of self-development: PUT DOWN, PULL UP, SHOW UP."
If you’d like to contribute to Steel Warriors’ mission to rid the streets of knives and give more opportunities to young people, head here to donate - https://www.steelwarriors.co.uk/donate or to buy exclusive merchandise, where all proceeds go to the cause - https://www.steelwarriors.co.uk/shop
About Steel Warriors
USING STEEL TO BUILD LIVES, NOT DESTROY THEM
Steel Warriors is an anti knife crime charity that melt down knives taken off the streets and recycles the steel into outdoor street gyms. We use street workout to transform the lives of young people affected by crime, violence and social exclusion, giving them the skills and confidence they need to create positive futures. Our vision is to build a UK-wide network of gyms, a street workout movement, that not only empowers young people to realise their passions and pursue their goals, but also fosters stronger, closer and more loving communities.
About Gymshark
Gymshark is the fitness and community brand. Creating the tools that help everyone become their personal best, whether it's the clothing you sweat in, the content you find inspiration in or the community you find belonging in. Our legacy was built in the weight room in Birmingham, UK in 2012, but these days, our family stands at over 20 million people across over 200 countries, driven by our purpose to unite the entire fitness community. Because in a world of faster, stronger, fitter, better, we're the first to ask, what about together?