A collectable Gymshark board game created as a Christmas gift for athletes, partners and friends. Inspired by luxury fashion collaborations, we developed the concept around the idea of turning a Christmas gift into something people would actually keep and use. The premium box opened to reveal a custom board, GS-branded game pieces, personalised cards and branded dice, with Gymshark clothing packed beneath the game itself, layering kit into the gifting experience.
The idea was the gift that keeps giving, creating something that could be played again and again, bringing people together beyond the initial unboxing. It also created a natural opportunity for athletes to film and share themselves playing, turning the gift into an experience and a piece of content. I developed the design and led the creative direction across the project, working from the initial idea through to the final gifting experience.