After years of its devoted base asking for shoes, U.K.-based activewear giant Gymshark is finally lacing up with performance brand R.A.D., debuting its first footwear line ahead of its North American flagship opening in New York later this year.
The limited-edition drop, set for September 10 on Gymshark’s website, features Gymshark-branded versions of R.A.D.’s two core models (the R.A.D. One V2 and the R-1) in a muted color palette. The R.A.D. One V2 is created for lifting and functional training, with grip and rope-climb durability, while the R-1 is a lightweight cross-trainer for HIIT, runs and gym sessions.
Call it a story of two Bens: two British entrepreneurs, one who built a gymwear empire and a former CrossFit Games athlete and gym owner who turned a training footwear startup into a cult favorite with a following in the U.S. and UK.
“Gymshark isn’t a sports brand, or an athleisure brand — it’s a gym brand,” Gymshark founder and CEO Ben Francis said. “A year ago, we launched our ‘We Do Gym’ campaign, putting our stake in the ground and claiming we had everything you would ever need for the gym, but we could never offer the full complete wardrobe — until now.”
Francis, who built the brand from a garage in Birmingham in 2012 into a global activewear player, was named Britain’s youngest billionaire in 2020. The brand’s slow move into footwear mirrors the same deliberate strategy that defined its rise, relying on a digital-first approach with a massive social media presence and organic community building, and a focus on long-term growth over short-term gains.
“We knew that if we were to bring out a shoe, it needed to not only look great, but also one that was going to perform. One that the community would love and use both in and out of the gym,” Francis said. “I’ve been a huge fan of what R.A.D has been doing from the outset. We wouldn’t collaborate on a shoe with just anyone — these guys are trailblazers in the training space, and I couldn’t think of a better brand to do it with.”
Ben Massey, founder of R.A.D., oversaw the sell-out of the brand’s first product, the R.A.D. ONE, which debuted at the annual U.S. CrossFit competition Wodapalooza in 2022 before selling out again online in just minutes. The Portland, Oregon-based brand has attracted a team of industry veterans, including former Nike Innovation Kitchen and Adidas designers.
“For us, this collab is wild,” Massey said. “To have the Gymshark logo sitting on our shoes, a brand that’s become a global symbol of training, is a real pinch-me moment. We’ve always seen ourselves as the underdog, building from the ground up, so teaming up with a giant in the gym space feels like worlds colliding in the best way.”
Apart from its foray into footwear, Gymshark is also expanding its retail presence, which now includes four stores in England, a location in Dubai and, most recently, Amsterdam. Each experimental space is designed not only for shopping but also for training and community-oriented opportunities.
The brand has tested temporary formats with pop-ups, including a three-month SoHo location in New York City on Wooster Street over the 2024 holiday season. The pop-up, which closed in January, served as a test bed ahead of Gymshark’s first North American outpost, set to open later this year at 11 Bond Street in Manhattan.
