Sweaty Betty calls time on toxic exercise narratives with new brand outlook that re-examines empowerment

Driven by Sweaty Betty’s vision of empowering women, creative partner Fluoro leads rebrand that ditches “push harder” rhetoric and purplewashing for self-love, sisterhood and individuality – launched with a series of new brand campaigns.

Activewear powerhouse Sweaty Betty has revealed a rebrand that upends the toxic narratives overshadowing women’s exercise to spread a more realistic, healthy and inclusive message. Rolling out gradually via brand campaigns and other content, the new identity rallies around a bold new premise: Don’t Sweat It.

Faced with the challenge of redefining Sweaty Betty’s 25-year-old core mission of empowerment to reflect modern times, Fluoro set out to speak to women’s evolving relationship with exercise, as they increasingly prioritise health, wellness and capability over conforming to body ideals.

Research by the creative agency¹ exposed problematic messaging norms that either capitalise on women’s insecurities, or undermine the empowerment goals they claim to promote.

Within the sports industry, advertising was found to be dominated by a “push harder” rhetoric that dresses up bullying language and a focus on physical appearance as motivation. Meanwhile, the lifestyle sector co-opts messages of empowerment and feminism, claiming to embrace all body sizes and shapes whilst advertising activewear designed to lift, shape and disguise “problem areas”.

In response, Fluoro collaborated closely with Sweaty Betty to create a refreshed brand identity that will shape Sweaty Betty’s positioning, narrative and advertising going forwards. This is being brought to life in a series of ad campaigns featuring an inspirational, diverse cast selected for their attitude, energy and stories. Intended to create a watershed moment for Sweaty Betty and the activewear sector, it debuts the brand’s new mission – “to embrace our bodies and what we can do with them” – and new ethos – “Don’t Sweat It”.

Melissa Mullen, Global Brand President of Sweaty Betty, comments: “It’s important for us to ensure the message we’re putting out into the world isn’t about how exercise can make your body look, but how it makes us feel and what it can help us do. Women are subject to enough pressures without someone else defining the ‘right’ way to exercise.

Thankfully, a reckoning is starting to happen surrounding health and actualisation vs aesthetics. We want to be at the forefront of that movement. Fluoro understood our mission from the beginning and we’re thrilled with the way they’ve brought it to life with a new brand vision that we know will inspire and resonate with our global community.”

Tim Smith, Creative Director at Fluoro, adds: “We wanted to reassess Sweaty Betty’s offer and core values and reframe them for today’s world. The message of empowerment has been diluted, misused and completely falsified in the broader market for far too long, and Sweaty Betty is the perfect brand to challenge that, as the O.G. of female-first activewear. They have an authentic and important story to tell and we’re thrilled to be helping them do it.”

As well as a refreshed mission and ethos, Sweaty Betty’s new identity will now be embodied in three pillars designed to lift women up:

• Shaped by our sisterhood – Our brand is driven by the spirit and ideas of the women who wear it.
• Crafted to create joy – We design our clothes to release a rush and encourage people to embrace self-expression.
• We sweat the small stuff – We take time to perfect everything. Our attention to detail shows that we get it.

The news comes after over 25 years of Sweaty Betty shaping the female activewear landscape, by encouraging women to be brave and bold and delivering smart activewear fit for the busy lives of real women. All videos and visual assets can be found here.

¹Fluoro conducted analysis of the messaging and marketing conventions of fitness and lifestyle brands when talking about women and promoting their products, consulting 30+ leading brands’ own channels and media coverage from the early 80s to the present day.