Creating an analogue fitness product for a digital world.
![Ten Week Tee](https://assets-global.website-files.com/62279c1eb9d33415748ea043/62b44d67bf74cf442e21d1ca_67282362-1DEF-47F2-9F44-52055C87B071.jpeg)
![Future Lions Grand Prix](https://assets-global.website-files.com/62279c1eb9d33415748ea043/62b73c471a11bd648a9b0e87_future-lions-grand-prix-icon.png)
Creating confidence in the gym is not an easy task. The Ten Week Tee from Gymshark is a T-shirt with imprinted workouts tailored for beginners. After 10 weeks of washing (the time it takes to create a habit) the text fades away. A tactile sign that the gym-goer has developed a fitness habit.
![Ten Week Tee](https://assets-global.website-files.com/62279c1eb9d33415748ea043/62b44d67bf74cf442e21d1ca_67282362-1DEF-47F2-9F44-52055C87B071.jpeg)
![](https://assets-global.website-files.com/62279c1eb9d33415748ea043/62b73c471a11bd648a9b0e87_future-lions-grand-prix-icon.png)
Problem: Getting started in the gym can be a daunting experience, and relying on your phone for workouts is a behaviour that further worsen this.
Insight: Research shows that building a new habit takes 10 weeks.
Solution: A training tee with beginner‘s workouts printed on the sleeve. After 10 weeks of washing the print will fade aways, leaving the user with confidence and a real habit.
↘ Case Film Theater
![](https://assets-global.website-files.com/62279c1eb9d33415748ea043/62b44d67bf74cf442e21d1ca_67282362-1DEF-47F2-9F44-52055C87B071.jpeg)