Sweaty Betty Invites Customers Into a Supportive Sisterhood with Campaign Celebrating Women
British retailer Sweaty Betty, in collaboration with creative agency House 337, launches its first global campaign today. The campaign brings the brand’s ethos of “fitness that fits you” to life through a comprehensive 360-degree approach. Spanning film, out-of-home (OOH) advertising, social media, in-store activations, website content, email marketing, and press, the campaign aims to make Sweaty Betty stand out in the increasingly competitive athleisure market.
Founded in Notting Hill, London, in 1998, Sweaty Betty identified a gap in the market for activewear tailored to women and built a brand that empowers them to feel confident and beautiful while staying active. Acquired by Wolverine Worldwide in 2021, Sweaty Betty has expanded its reach, operating 85 boutiques across the UK, 2 in the US and 1 in New Zealand. alongside a thriving global online presence.
“In a crowded market where, unrealistic expectations are often imposed on consumers, Sweaty Betty has earned the loyalty of many; by providing stylish, comfortable clothing for whatever form of movement they can fit into their busy lives, particularly women aged 35-50—a demographic perpetually juggling endless to-do lists and societal pressures to excel in all areas of life. We should celebrate that sometimes a walk is still a win, and it should be considered a precious moment of self-care in a world driven by relentless competition and comparison. It's about fitness that fits you- with no judgement” said Ruth Mann, vice president of marketing, Sweaty Betty. “We're thrilled to partner with House 337 as we embark on the next chapter of our story - bringing Sweaty Betty’s products and ethos to a global audience.”
The campaign highlights the pressure women often place on themselves in various aspects of life— parenting, careers, relationships, and self-image. Sweaty Betty shifts the focus, inviting women into a supportive community where they can move how they choose, without fear of judgment. House 337 brings this vision to life with a series of stills and four vibrant 10-second films, each spotlighting key product categories: running, training, studio, and lifestyle as well as Sweaty Betty’s overall ethos of fostering a sisterhood. The stills and films are complemented by a 30-second film that encapsulates the essence of Sweaty Betty and the women it was created for. Featuring models with real, diverse bodies, authentically capturing moments of both effort and joy, the visuals are paired with copy that balances motivation with honesty. This unapologetic celebration of women speaks directly to the audience, proving Sweaty Betty truly understands their needs. The campaign's impact is further amplified through influencer collaborations and organic social media content, ensuring it resonates across all platforms.
“Comparison is the thief of joy. That’s why, together with Sweaty Betty, we created their first truly global campaign that tosses comparison straight in the bin. Instead of chasing clichéd fitness affirmations, we’re inviting our community to discover what works for them. Strong today? Struggling tomorrow? You bet and that’s damn well ok.” said Louise Canham, associate creative director, House 337. Louise added, “This collaboration brought together the powerhouse female teams at House and Sweaty Betty, whose packed, demanding lives mirror those of our audience. We dug deep into what’s making us all sweat and channelled it into this work, giving Sweaty Betty a strong voice for the first time. Directed by Becky Garner and captured by Photographer Wendy Huynh, we feature a diverse group of women reflective of the Sweaty Betty community, each with their unique take on fitness. Because for women 35 and up, the juggle is real. And too often, their stories are overlooked. We’re here to change that.”
The media strategy, delivered by Havas Media UK, will span CTV and OOH across the UK and Ireland, with activity launching on 20th January. CTV will run across Sky and Channel 4, as well as The Gym Screen Network, in alternating two-week bursts. OOH includes high-impact sites in London such as King’s Cross Tube Ribbons and Roadside D6’s ensuring high frequency. Additional OOH activity will take place at the Birmingham NEC targeting the National Running Show, with campaigns running across two four-day bursts.
Abi Ward, deputy MD, Havas Media UK, said, “The ‘Don’t Sweat It’ campaign captures Sweaty Betty’s ethos of celebrating real women and their diverse fitness journeys. We’ve crafted a media plan to amplify this empowering message from targeted moments on CTV to high-impact OOH placements in key locations, to reach and inspire women wherever they’re at in their fitness journey. It’s been exciting to help bring this to life and support a brand that champions its community.”
