A new Sweaty Betty rebrand tackles toxic narratives around women’s relationship with exercise, with a bold new visual identity.
In partnership with creative agency Fluoro, whose other clients include Adidas, Ivy Park and Rad, the rebrand sees Sweaty Betty turn its head on faux-empowerment with its ‘push harder’ mentality and focus on how exercise makes us look.
This idea is captured in the retailer’s new mission “to embrace our bodies and what we can do with them” and its new ethos “don’t sweat it”.
The brand said its new look, which includes bringing back the original Sweaty Betty orange alongside a fresh new primary colour palette and a secondary pastel palette, is underpinned by three key brand pillars – ‘shaped by our sisterhood’, ‘crafted to create joy’ and ‘we sweat the small stuff’.
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Sweaty Betty global brand preside Melissa Mullen said: “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 is starting to happen surround health and actualisation. We want to be at the forefront of that movement,” she continued.
Fluoro creative director Tim Smith said: “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 OG of female-first activewear.”
“It has an authentic and important story to tell and we’re thrilled to be helping do it.”
