Gymshark gives Hyrox finishers a moment with The Jacket Patch

Gymshark turned a retro sandwich shop opposite Hyrox London into ‘The Jacket Patch’, a pop-up serving free jacket potatoes to finishers and giving the race’s fleeting end point a bit more ceremony.

Running from 27 to 29 March at Frank’s in West London, the activation offered free food from Grime Gran and Spud Man, alongside discounted Conditioning Club Patch Jackets and surprise giveaways across the weekend.

The thinking came from Gymshark’s community research, which found many Hyrox competitors feel a surge of pride after finishing, but little sense of celebration once the race is over. Rather than dress that up, the brand responded with something practical: a place to stop, eat and sit with the achievement.

That clarity ran through the details, from menu items including Sled Pulled Pork and Ski Con Carne to packaging carrying the line “Cooked? Me too.”

👀 Famous Campaigns Live. Early-bird tickets ends March 31. Incredible speakers from Oatly, McDonald’s, Currys, Heineken, ASICS, Waitrose and many, many more. > grab your ticket HERE