Sweaty Betty Launches New Campaign to Challenge Toxic Exercise Narratives

Sweaty Betty, a women’s activewear brand and a division of Wolverine World Wide, Inc., is launching a new campaign to challenge the toxic narratives around women’s exercise. The campaign, which is called ‘Don’t Sweat It’, aims to empower women with a healthier and more inclusive message, that celebrates self-love, sisterhood, and individuality. The campaign, which will feature a refreshed brand identity, a new ethos, and a series of ad campaigns, will debut in March 2024.

The Inspiration and Vision of the New Campaign

The new campaign is inspired by the changing relationship that women have with exercise, as they increasingly prioritise health, wellness, and capability over conforming to body ideals. The campaign is also a response to the problematic messaging norms that pervade the female activewear industry, which either capitalise on women’s insecurities or undermine the empowerment goals they claim to promote.

The vision of the new campaign is to redefine the way women view exercise and body image, by embracing their bodies and what they can do with them, rather than what they look like. The campaign also aims to create a supportive and positive community of women, who encourage and inspire each other, rather than compete and compare. The campaign also hopes to spark a conversation and a movement, that challenges the status quo and the stereotypes of the fitness industry.

The Elements and Features of the New Campaign

The new campaign will include several elements and features, such as:

• A Refreshed Brand Identity: The new campaign will introduce a new look and feel to the brand, which will reflect its new mission and message. The new brand identity will include a return of the original Sweaty Betty orange, which represents energy and optimism, as well as a new logo, typography, and imagery, which will convey a sense of confidence and authenticity.
• A New Ethos: The new campaign will also introduce a new ethos, which will summarise the brand’s philosophy and values. The new ethos, which is ‘Don’t Sweat It’, will encourage women to exercise for themselves, not for others, and to enjoy the process, not the outcome. The new ethos will also remind women to be kind to themselves and to each other, and to have fun and celebrate their achievements.
• A Series of Ad Campaigns: The new campaign will also feature a series of ad campaigns, which will showcase the brand’s new products and categories, as well as the stories and experiences of real women. The ad campaigns, which will be launched across various channels, such as social media, digital platforms, and print media, will highlight the diversity and individuality of women, and their different motivations and goals for exercising.

The Comments and Reactions of the Brand President and the Creative Agency

Julia Straus, the global brand president of Sweaty Betty, commented on the new campaign, saying:

“We are thrilled to launch our new campaign, which is a reflection of our passion and commitment to empower women through exercise. We believe that exercise should be a source of joy and confidence, not stress and pressure, and that women should exercise for themselves, not for others. We also believe that women should support and celebrate each other, not judge and criticise. Our new campaign is a celebration of these beliefs, and we hope that it will inspire and resonate with our global community.”

The new campaign was created by London-based creative agency Fluoro, which specialises in creating engaging and relevant campaigns for the sports and lifestyle sectors. The agency, which has worked with brands such as Adidas, Ivy Park, and R.A.D., said that they were honoured and excited to work with Sweaty Betty, and that they shared the brand’s vision and values.