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.
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.
Product Strategy
Over the course of 18 months, we wrote an entirely new creative direction for the brand, aligning macro trends in health and wellness with the consumer and the SB brand.
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’.
We worked with the product team to change the framework of the ranges and the range building approach, from item led to full outfits and vertical collections. We created consumer facing, product pillars focused on end use, and evened out the balance of performance and lifestyle product to reflect a more modern styling approach.
We introduced seasonal themes aligned with macro trends and monthly concepts to connect product with marketing, through colour, print, and capsule collections across all consumer touch points.
Creative direction
Working in collaboration with the design team we turned the Outdoor Gym into storytelling concepts through outfits, colour and print. Creating a seasonal overarching look and feel and then a series of monthly drops for the shop floor to enhance and align with the brand narrative.
The Results
Nature’s Gym was the brand concept for 2025 running through the seasons and the months across the Studio, Run, Live and Train franchises, bringing consumer connection and story telling to life.
Rachel is a pleasure to work with - as well as being a creative genius!
Her ability to build brand led concepts with the consumer at the heart - is a great talent, and one that always delivers results. She did a fantastic job of bringing this to life with the Sweaty Betty team.
Her extensive research and commercial acumen combine to bring an end in mind vision that engages her team, inspires the consumer and delivers for the brand. Her leadership and creative direction was hugely appreciated.
A value add leader, partner and creative mind.
Helen Harding
Chief Product Officer; Sweaty Betty
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