Gymshark launched a fake birthday campaign to attract shoppers' attention ahead of Black Friday. The sports label recorded 8 celebrities including Carol Baskin of Netflix's Tiger King and Harry Potter's Tom Felton, wishing the imaginary 'Jim Shark' a happy birthday. Gymshark posted a compilation of videos, captions "Wait, who's Jim Shark?" that gained 71,200 likes on its Instagram post. 

The brand decided to launch this unconventional campaign instead of a regular Black Friday advertisement to capture the attention of its customers in the run-up to the annual shopping event on 26 November.

Gymshark later posted: "Pranking celebs to wish us happy birthday when it’s not our birthday > promoting our up to 70% off Black Friday sale (link in bio if you're interested)."