THE CAMPAIGN
Global Street Art and Gymshark collaborated on a groundbreaking OOH industry first to celebrate diversity in fitness: the world’s first modest billboard, featuring one of the most inspirational fitness influencers, Leana Deeb.
Project Details
Client:
Gymshark
Location:
East London
Sector:
Sports and Fitness
Tagged:
Portrait
RESULTS
As the first of its kind to celebrate the millions of women that wear modest clothing each and every day, the mural helped to solidify Gymshark’s reputation as a forward-thinking and inclusive brand, strengthening its position in the competitive sportswear market. It received widespread media coverage, featuring in prominent fashion and advertising publications including The Drum, Creative Bloq, Marketing Beat and British Muslim Magazine – and was shortlisted for Best Hand-Painted Mural or Display in The Drum Awards Advertising category for 2024. Leana also shared the mural on her Instagram, receiving 640k likes and over 4600 comments.
As a Muslim woman obsessed with the gym, Leana has become an icon for the millions who combine faith and fitness. She only made her first video in October 2021, but has accrued over 18 million followers since then. Her empathy, her personality, her gratitude have made her one of the most likeable influencers on the planet.

Together, we wanted to make a bold statement of inclusivity within the fitness community. In particular, we wanted to spotlight a community of modest dressing Muslim gymgoers, who are so often unseen, uncelebrated, of even executed in visuals representing 'gym'. We crafted a beautiful, hyper-realistic hand-painted advert showcasing one of Gymshark’s top Muslim athletes and the brand’s latest seamless sports hijab.

Taking over Whitechapel Street in London’s Shoreditch, the massive 16m x 10m mural was just 16 yards from the East London Mosque, London’s largest and most popular Islamic place of worship.