Sweaty Betty launches empowerment campaign alongside new manifesto

By

Sandra Halliday

Published
Jan 29, 2019

Gym-to-street brand Sweaty Betty is targeting a wide age range and outlook with its latest marketing campaign which takes in influencers “from diverse and compelling backgrounds” and is all about empowering women to take control rather than being tied to New Year’s resolutions.

It coincides with the launch of the 20-year-old brand’s new manifesto/wider campaign called The Rules We are Living By For 2019 And Beyond. It runs from this month into the start of the spring across digital, social, online and in-store with the corresponding hashtag #iamasweatybetty and ‘shop the look’ functionality.

The company said the new Goodbye Resolutions, Hello Empowerment ad campaign, created with agency Studio Blvd, “challenges the conventions and pressures of New Year’s resolutions” and aims to make women feel inspired instead.

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It features Mia Kang, a Muay Thai fighter and body positivity campaigner; Yazemeenah Rossi, who’s a yogi, photographer and grandmother; and Sophie Apollonia, a London-based dancer and choreographer.

The aim is to celebrate the three women “who come from different backgrounds, are different ages and have had different life experiences." And rather than focusing on their differences, "it’s what they have in common” that is important.

Studio Blvd CSO Alistair Green said the campaign was created to “place the brand within the cultural conversation about female empowerment. As a brand that has been championing women for 20 years and was founded by women for women, Sweaty Betty is more than an athleisure pioneer, it is a brand that deserves to be part of the female empowerment story.”