Dance fitness programme Zumba is encouraging the public to embrace their “inner sexiness” in its latest campaign.

The ‘Say It. Believe It’ campaign features LMFAO’s frontman Redfoo and the group’s song Sexy and I Know It.

Zumba chief marketing officer Carolina Morales said: “New Year’s resolutions often feel heavy with pressure to change or conform, and that’s just not our vibe.”

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“With ‘Say It. Believe It.’ we wanted to create a campaign that’s all about celebrating confidence and self-expression. Partnering with Redfoo was a no-brainer—his infectious personality, love for fun, and the undeniable confidence of ‘Sexy and I Know It’ make him the perfect fit to remind people to embrace their sexy, just as they are.”

Redfoo added: “To me, the sexiest thing anyone can be is themselves. That’s why I’m so excited to team up with Zumba for this campaign. Zumba is all about bringing more happiness to the world, and that’s a mission I can get behind.

“Plus, dancing in a Zumba class is just pure fun—you’re sweating, you’re smiling, and you’re feeling yourself. What’s better than that?”

The campaign launches in January across TV, digital and social media channels.