Exclusive: Amid growing pains, Gymshark opens first physical retail in the U.S.

Gymshark is bringing its superhero fantasy to life in New York City, for one day only.

On May 3, the British gym wear brand is launching an immersive pop-up experience in Manhattan’s West Village to celebrate the long-awaited return of its cult-favorite Onyx collection, with pieces retailing from $40-$100. The Onyx Collection is a line of men’s premium performance wear renowned for its sleek, futuristic designs and high-performance materials. Originally launched in 2017, the collection quickly gained a cult following.

The pop-up taps into superhero lore, with the design inspired by superhero outfits and a narrative that its lifting division’s creative director, David Laid, is a modern-day Bruce Wayne. Hidden inside Cooper Classic Cars, the store will include everything from a “supercomputer” and memorabilia-style packaging to easter eggs for hardcore fans of the original Onyx collection. The theatrical, content-first activation underscores Gymshark’s commitment to blending community, storytelling and commerce, according to Gymshark representatives. And it comes as the company prepares to open its first permanent U.S. flagship just blocks away.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.