Mar 2, 2022
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Gym+Coffee names new athlete ambassadors

Mar 2, 2022

Irish athleisure label Gym+Coffee has introduced its brand new Make Life Richer Collective and announced seven female ambassadors from the worlds of football and cricket.

Sophia Dunkley

Professional athletes Jodie Taylor, Rachel Corsie, Carla Humphrey, Sandy Maclver, Danni Wyatt, Sophia Dunkley and Tammy Beaumont have all “joined forces with the brand to promote their passion for the #MakeLifeRicher movement”, it said.

Calling them “trailblazers”, it added that they’ve “achieved incredible feats on the pitch and want to share their journey to the top, including the challenges they faced as female athletes in the professional game”.

Brand ambassadors are increasingly important to labels across the fashion and active sectors with many consumers heavily influenced by them. For sports-linked labels, that often means big celebrity names. However, there's also a trend for less well-known athletes who have something more to offer than just sporting prowess to be picked by labels that are in expansion mode.

This is what has happened here with England cricketer Sophia Dunkley, for instance, explaining how she wants to continue to push boundaries having been the first black woman to play Test cricket for England.

Gym+Coffee clearly wants to drive women to take part in more sports and said that “women’s sport is less popular than men’s. There are millions of reasons why that’s about to change”.

The brand was launched in Ireland in 2017, and is the country’s Ireland's largest, fastest-growing and most recognisable active + athleisurewear brand with stores — known as clubhouses — across the UK, including London, Manchester and Liverpool.

It’s part of a wave of agile, growth-focused companies in the British and Irish sports market that includes names such as Castore and Gymshark.

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