The University of Leeds is raising the bar - literally - with a bold new campaign for its student fitness hub, The Edge. It’s all about strength, visibility and vibe. Elevator doors feature the moment mid-lift. Posters own the brutalist backdrops. Taglines like ‘light work’ and ‘hang out spot” keep things playful but punchy. The tone is pure Gymshark - clean, confident, aspirational - turning a campus facility into a brand students might want to rep. As well as the physical presence, there’s the web pages, blogs, and social content that fuse more empathetic headlines and photography about ‘obsession’ and ‘process’ that shows a university in step with its core audience. Universities will look to sport more and more as a way of championing well being, and the trick will be to take this highly personalised approach and widen it for everyone.