Sweaty Betty has released its first global campaign led by a film focused on ditching comparisons and encouraging women to move their bodies in a way that empowers them.
The "#DontSweatIt" campaign was created by House 337, which was appointed by the fitness and athleisure brand in November 2024.
The 30-second hero spot shows a group of women exercising, all of whom are motivated by different things, such as to feel strong or just to switch off.
The copy in the ad also highlights how women might want to be a “warrior today” then in “child’s pose tomorrow”, emphasising that both are worthy.
Becky Garner directed the film through Brother Film.
The accompanying out-of-home visuals use stills from the film with motivational copy, such as: “Train for success. Or to shut out the noise.”
The campaign is live on social media and will launch on connected TV and OOH across the UK and Ireland on 20 January. It will also be supported by in-store activations, press and website content.
Havas Media UK is handling media for the campaign.
Ruth Mann, vice-president of marketing at Sweaty Betty, said: “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 judgment.”
The campaign was created by an all-female creative team at House 337, including associate creative director Louise Canham and senior creative team members Lucy Collier and Sarah Glover.
Canham said: “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.
"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.”
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