Sportswear retailer Sweaty Betty offers passersby in London a place to shelter from the rain with its latest marketing stunt.
The brand has unveiled a moving billboard lined with coats from this season’s outer collection, including the Nimbus waterproof puffer, motion technical parka and on the move longline puffer jacket.
The installation, titled ‘All Good in the Hood’, will appear on 3 and 4 December and will give Londoners the chance to hide from the bad weather, take photos and win a coat.
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It comes after research from Sweaty Betty showcased that Brits talked about the weather 17 times a week, with 65% struggling to have a conversation without mentioning it and 43% checking the weather every time they leave the house.
Melissa Mullen, CEO of Sweaty Betty said: “Let’s be real, British weather’s got a mind of its own. So we built outerwear with the same spirit: bold, ready, unstoppable. We’re here to help women weather whatever, to move through the storm and still look fantastic.
“All Good In The Hood isn’t about hiding from the rain; it’s about taking it head on. We’re not here to play it safe; we’re here to turn heads and take on the day, come rain or shine.”
