Activewear brand Sweaty Betty has launched a new campaign that challenges the “perception of perfection”.

The marketing drive was devised by integrated creative agency Gung Ho and centres on real movement in real spaces.

Titled ‘Ultimate Studio’, the campaign features women practising yoga in everyday spaces such as gardens, parks and kitchens.

“Strategically, Gung Ho just understood the journey we were on with our consumer and brand positioning,” said Kerry Williams, chief marketing officer at Sweaty Betty.

“The studio space has become so saturated, and we wanted to reassert our authority within this category, with new silhouettes and tactile performance fabrication, that is stylish and secure to perform in. Gung Ho and our Sweaty Betty team articulated this narrative perfectly in their storytelling.”

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At the centre of the campaign are four hero spots directed by Gung Ho’s head of creative, James Benn.

The videos will roll out across digital, social, print, CRM and retail.

To support the campaign, the brand has unveiled a series of activations starting with an Ultimate Wellness Retreat in Suffolk. The retreat is a real-life imagining of what an “Ultimate Studio” might look like and features contributions from The Self Love Lab and Inner Landing Studio.

Sweaty Betty will also launch a live programme of yoga sessions at Fearne Cotton’s Happy Place Festival.

Gareth Davies, chief creative officer, Gung Ho said: “This campaign reflects the soul of the brand and the sisterhood it represents. It holds up a mirror to our consumer, showing the strength in her struggle and the power in showing up.”

“I’m proud to have been trusted with showcasing this incredible activewear range, designed to support women in their everyday lives.”