Sweaty Betty

Founded in London in 1998, Sweaty Betty’s vision is to empower women through fitness by filling a gap in the market for premium, technical active wear designed for women by women. Fast forward 25 years and the brand, having been aquired by the Wolverine group was looking to expand beyond it’s UK retail base into wholesale accounts and new territories. This required a more brand led approach to their product creation and marketing.

The Brief

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 its creative direction from the sales performance of classic items with their existing consumer base and repeating the formula each season. Our remit was to empower the design and product teams to create new, innovative and bolder product, and to bring a point of view to both the retail and wholesale product ranges through product and the brand’s purpose driven message. 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. 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, building the overarching concept of ‘Nature’s Gym’.

Product Strategy

We worked with the product team to change the framework of the ranges and the entire range building approach.

Moving from an item led approach, focused on hero items like the Power legging towards the idea of full outfits and vertical collections. We created consumer facing, product pillars focused on end use, extending the breadth of product for the team to plan and design into. We evened out the balance of performance and lifestyle product to reflect a more modern, blended approach in keeping with how women dress now. so the studio stylists could create outfits for the store windows and website landing pages, and wholesale could create a complete collection for the shop floor.

The Results

Working in collaboration with the design and brand marketing team we brought seasonal and monthly creative concepts, designed to create a seamless flow from product design to shop floor to landing page.

Inspired by a consumer insight, a colour trend, an event, or a lifestyle need, we told the brand stories through innovative product and the brand ambassadors. We created monthly concepts to flow through the seasons aligning style, colour, print and fabrication to the brand narrative, bringing consumer connection and story telling to the fore.