Solihull's Gymshark helping to tackle knife crime with latest initiative
Solihull-based fitness brand Gymshark is helping to take knives off Britain's streets by collaborating with anti-knife crime charity Steel Warriors.
The latter has been melting knives down and recycling them to create free outdoor street gyms.
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The initiative aims to tackle the urgent knife crime epidemic affecting thousands of young people across urban areas around the UK and the campaign's slogan is ‘Creating communities that are built by steel, not broken by it’.
Gymshark CEO Noel Mack said: "As a proud British brand, we’re so inspired by the work that Steel Warriors have done to date in the UK.
"To have removed so many knives from the streets, to have built gyms from the metal and to have genuinely changed the lives of so many is genuinely extraordinary.
“But they’ll be the first to admit there is still so much more to do. And that’s where we hope Gymshark can come in.
"We’ve helped thousands with their fitness journeys and we’ve built a community that is there for others just starting on theirs.
"If we’re able to help shine a light on Steel Warriors mission, to encourage people to choose fitness over crime, to improve their physical and mental health, then we are absolutely here for it."
Steel Warriors head of marketing Cristian d’Ippolito added: "Teaming up with Gymshark really is a dream come true.
"We’re simply thrilled at the prospect of having such a relevant partner validate our work and support us through this exciting new chapter."
