Sweaty Betty

Founded in London in 1998 by Tamara and Simon Hill-Norton, 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 since been acquired by the Wolverine Group in 2023 and was looking to expand beyond it’s UK retail base into International and wholesale markets. This required a more brand led approach to their product creation and their marketing. The brand was highly retail led taking it’s direction from sales and their existing consumer base.

Our remit was to open up the brand to create new and more innovative product. To bring a point of view and a more collection 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 focusing on the idea of the Outdoor Gym as an overarching concept and all it’s holistic mental and physical health benefits. We directed the product team to focus on the idea of the full kit or outfit rather than individual pieces, creating new 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, and writing a new narrative for the brand that flowed across the product ranges and the brand marketing bringing story telling to the fore.