Gymshark customers furious after second drop disaster

It was supposed to be a comeback.

Hype was high. Fans were ready. The brand even promised it had “learned from last week.”

But within minutes, the chaos began. Items vanished from carts. Country-specific sites refused to load. Some shoppers never even saw the collection drop.

Related: Gymshark stumbles big time and customers are furious

And just like that, the backlash hit harder than before.

For many, this wasn’t just another launch fail — it was a breaking point. One that pushed die-hard supporters to call it quits, publicly and permanently.

Fans slam Gymshark for another botched drop

The popular gym wear brand, Gymshark, held a "do-over" drop on May 15 following a botched release the week prior. But instead of redemption, it delivered déjà vu.

Some users claimed bots bypassed human verification. Others, particularly in Canada, said the site never loaded at all. Many experienced a checkout queue that emptied their carts before they ever got a chance to buy.

“What actually happened? A mess,” Reddit user u/CorneZeeman wrote.

Related: Gymshark consumers furious, call for boycott

That same user accused the brand of using “artificial scarcity” tactics, saying, "The whole 'limited edition' thing? No one cares. We don’t want exclusivity, we want accessibility." He emphasized that fans want to actually wear the clothes — not fight over scraps. 

To many, the entire experience felt like a betrayal of the loyal community that helped build the brand.

Redditor u/No-Spare-6843 kept it simple: “I’m buying YoungLA now,” referencing one of Gymshark’s rising competitors.

Fueling the outrage was Gymshark's Instagram post claiming that the Onyx collection "sold out in 25 minutes." Many customers said it was gone almost instantly, leaving them feeling "gaslit" and "trolled." 

The mismatch between the brand's messaging and user experience deepened the divide.

Gymshark’s loyal fans are walking away

Customer trust, once a core strength for the brand, may now be its biggest weakness. 

According to Zendesk Benchmark data, 73% of consumers will switch to a competitor after multiple bad experiences, a figure that brings sharp clarity to Gymshark's current challenge.

On launch day, multiple threads lit up across Reddit’s r/Gymshark community, filled with complaints, memes, and frustrated farewells. Some, like u/Independent-Bass8848, declared “no more Gymshark for me,” while others questioned whether the brand is intentionally throttling access to boost hype.

In a follow-up post, Gymshark said, "Onyx will return." But for many fans, that promise came too late. After two chaotic drops in less than a week, frustration had already boiled over.

The company has not publicly addressed the second launch failure.

But with customers defecting to rivals and social media sentiment turning sour, the stakes are getting higher.

Limited-edition drops may build buzz. But when your most loyal customers feel betrayed, buzz can quickly turn into backlash — and hurt the bottom line.

Related: Veteran fund manager unveils eye-popping S&P 500 forecast