March 07, 2024

Activewear powerhouse Sweaty Betty unveils its latest rebrand that challenges the toxic narratives overshadowing women’s fitness. Strategically timed for release on International Women’s Day, the campaign rolls out gradually via brand campaigns and creative content across all marketing channels, underpinning the new identity with a bold new premise: Don’t sweat it.

“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”.

Tim Smith, Creative Director at Fluoro

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 – whose other clients include Adidas, Ivy Park and R.A.D. – exposed problematic messaging norms that either capitalise on women’s insecurities, or undermine the empowerment goals they claim to promote.

In response, Fluoro collaborated closely with Sweaty Betty to create a refreshed brand identity and full set of brand guidelines that will shape Sweaty Betty’s positioning, narrative and advertising going forwards. The logotype created last year by F37 was retained but new rules on scale and positioning enhances consistency and brand recognition. The original brand mark is reinvigorated with new 3D applications allowing creative flexibility for campaigns and promotions.

“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”.

Melissa Mullen, Global Brand President of Sweaty Betty

Other design decisions include bringing back the original iconic Sweaty Betty orange alongside a fresh new primary colour palette and secondary palette of vibrant pastel tones – designed to evoke Sweaty Betty’s unmistakable heritage whilst adding boldness and variety. A new brand typeface also features, bringing a contemporary and conversational feel, using a structured and precise grid system to elevate the craft and finish.

This vision 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”.

Underpinning the visual look and feel are three new brand pillars designed to lift women up:

Shaped by our sisterhood – Sweaty Betty is driven by the spirit and ideas of the women who wear it. We listen to and engage with our loyal community and use those discussions to shape our pathway.

Crafted to create joy – We design clothes to release a feel-good rush and encourage people to embrace self-expression.

We sweat the small stuff – We take the time to perfect everything. We get it, and this comes to life in our attention to detail and thoughtful product design.

As we witness a surge in interest for activities like reformer pilates, indoor climbing, and boxing, it’s clear that the landscape of women’s fitness is evolving, moving away from one-size-fits-all solutions towards more diverse, inclusive, and empowering practices​​​​. Sweaty Betty’s rebrand is a testament to the brand’s commitment to leading the charge in this new era of women’s fitness, one where empowerment is not just a buzzword but a foundational principle that guides how women are inspired to engage with their health and wellness journey.

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