Annalivia Hynds & Ruairi McSorley’s Primark Collaboration

T

he Brief

To kick off 2025, Primark placed a strong focus on its activewear collection, aligning with the surge in fitness motivation that comes with the New Year, New Me mindset.

With Primark being a physical retail brand, the key objective was to drive in-store awareness and encourage foot traffic by showcasing the latest activewear options available.

To highlight the full range of men’s and women’s activewear, Annalivia and Ruairi were the perfect pair to lead the campaign.

Not only do they have large, highly engaged audiences, but they are also on a well-documented fitness journey together, training as part of their 75 Hard challenge in the lead-up to their wedding.

Their combined influence ensured maximum reach and brand awareness, tapping into both their personal fitness goals and their family-oriented lifestyle.

Annalivia and Ruairi each created separate yet complementary videos, featuring one another to showcase the collection from different perspectives:

• Annalivia’s Video: Focused on the in-store experience, she documented her shopping trip, showing the range of styles and sizes available, including the kids' collection—a natural fit given their family of five. She tried on her picks, highlighting the fit, style, and comfort, ensuring her audience saw the options before leaving the store.

• Ruairi’s Video: Took a performance-driven approach, emphasizing how the activewear fits during workouts. He showcased the men’s collection, and together, they tested the pieces during a workout, reinforcing their functionality and durability in real fitness settings.

The campaign delivered outstanding engagement, proving the power of authentic influencer collaborations:

• Over 900,000 views across both videos

• Nearly 75,000 likes

• 2,600+ saves and shares

• Hundreds of comments expressing interest in the collection

  
  

The high number of saves and shares indicated strong audience interest, with people bookmarking the content for future shopping trips and recommending it to friends. This campaign successfully met its KPI of brand awareness, effectively driving attention to Primark’s activewear range.

Using a couple with shared fitness goals not only maximised results, but also streamlined content creation, as they filmed both videos on the same day—a smart, time-efficient approach to influencer marketing.