Sweaty Betty

Founded in London in 1998, Sweaty Betty’s vision was to empower women through fitness by filling a gap in the market for premium active wear designed for women by women. The brand had been acquired by the Wolverine Group in 2023 and was looking to expand beyond it’s UK retail base into International and wholesale markets.

Sweaty Betty was highly retail led taking it’s direction from the sales performance of classic items with their existing consumer base and repeating the same formula each season. Our aim was to open up the brand to bring in new and innovative product, and a more directional and brand driven approach for both the retail and wholesale ranges. Over the course of 18 months we wrote an entirely new creative direction for the brand. Starting with consumer and macro trends in health and wellness, and working closely with the brand team, we focused on the idea of the Outdoor Gym and all it’s holistic mental and physical health benefits, as an overarching concept.

We directed the product team to focus on the idea of the full kit or outfit rather than individual pieces, creating consumer facing and meaningful franchises and product pillars for the brand. We evened out the balance of performance and lifestyle product to reflect a more modern, blended approach reflecting how women dress now. We created monthly concepts to flow through the seasons aligning colour, print and fabrications to the direction, shifting the narrative for the brand to flow across the product ranges and brand marketing, bringing consumer connection and story telling to the fore.