Fitness wear brand Sweaty Betty is launching a new campaign that aims to inspire women to move their bodies in ways that they find empowering.

Developed in partnership with creative agency House 337, which secured the premium sporting fashion brand’s account at the back end of last year, #DontSweatIt will be centred around a hard-hitting 30-second spot.

Crafted by an all-female creative team at House 337, including global creative director Lucy Collier and chief creative officer Sarah Glover, the film was directed by Brother Film’s Becky Garner.

“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,” said House 337 associate creative director Louise Canham.

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“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.”

The campaign will go live across a variety of formats, including social media, connected TV and out-of-home. The supporting outdoor materials will feature copy from the ad itself, such as: “Train for success. Or to shut out the noise.” Media planning and buying was handled by Havas Media UK.

Sweaty Betty VP of marketing Ruth Mann added: “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.”