{
  "slug": "gymshark",
  "name": "Gymshark",
  "website": "https://gymshark.com",
  "category": "apparel",
  "angles": [
    "community"
  ],
  "thesis": "Build an apparel identity around training culture and participation.",
  "question": "Distinguish community participation from paid creator distribution.",
  "from_reference": false,
  "observation": "Gymshark’s official history dates its start to a Birmingham garage in 2012 and explicitly connects apparel, content and a training community.",
  "mechanism": "The stated organizing idea is shared training effort, not a single sporting goal. A useful audit would examine whether campaigns invite participation in that idea.",
  "audit": [
    "Compare the community claim with documented events, customer participation and training content.",
    "Follow one product story across the website, athlete content and a campaign.",
    "Verify the founding sales channel separately; an origin story alone does not establish DTC-native eligibility."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "source-note",
    "label": "Official source note",
    "source": "https://www.gymshark.com/pages/about-us",
    "checked_at": "2026-10-13",
    "scope": "Specific official page reviewed via indexed text; original homepage retrieval remains incomplete. No campaign, checkout or performance review.",
    "excerpt": null
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}