SWEATY BETTY.

Background Sweaty Betty has been on a mission to empower women through fitness since it was founded in 1998. Since then, times have changed, and Sweaty Betty needed a rebrand that authentically expressed its core value – to help women feel great about exercise.The global brand needed to show the world that it didn’t stand for toxic narratives.

Brand Strategy We decided to flip the ‘push-harder rhetoric’ with a current and inclusive ethos – “don’t sweat it”. From communicating with the Sweaty Betty community and a series of brand workshops with our team, we uncovered problematic messaging that either took advantage of women’s insecurities or inauthentically claimed to promote empowerment, while pushing hidden agendas. With Sweaty Betty, there is no ‘right’ way to exercise – and we built a brand set on relieving pressure and making women feel comfortable about exercise.

Brand Expression Attitude. Energy. Stories – these were the reasons behind hiring the diverse talent that you see across all marketing.

Empowerment was the backbone of the concept, so we focussed on health, wellness and strength (rather than conforming to body ideals) throughout all creative.

We ditched any superficial, appearance-obsessed copy and crafted a positive and diverse narrative. We focussed on community, quality and attention to detail with three brand pillars, designed to lift women up: “shaped by sisterhood”, “crafted to create joy”, and “we sweat the small stuff”.

We created an entire brand world to shape, steer and drive Sweaty Betty’s vision and position as the OG’s of female first activewear.

Result Nuanced storytelling, real women and a relatable narrative make it clear that Sweaty Betty is a welcoming place for all women to find joy in movement. Our intentional campaign not only allows women to see themselves in the ads, it shows them that Sweaty Betty is the safe space that they have been searching for in the fitness fashion industry.