Gymshark's 'Ten Week Tee'
What's not to love about it?
When you first start going to gym, there are a few basic exercises, that if you stick to doing, will almost guarantee that you start to develop a good gym habit that will ensure that your original intention actually gets achieved...so we are told.
Problem is that people forget what these exercises are and are then too embarrassed to keep looking at their phones (where all useful information resides) to remind them what to do next.
Gymshark, having this consumer insight, created a long sleeve t-shirt with these basic ten-week moves printed with ink, that after ten weeks of washing...disappears. They called it (unsurprisingly) the 'Ten Week Tee'.
The idea won a Grand Prix at this year's Cannes Lions International Festival of Creativity.
Here's the video to convince you even more of the brilliance:
A simple idea that solves a real customer problem. What's not to love about it?
Plus it takes advantage of the understanding that the vast majority of people currently buying / or planning to buy new exercise gear are complete newbies; rather than old, sweaty barbell dogs.