In a ‘New Year New You’ advertising ecosystem, which has at times been guilty of adding to consumers’ self-loathing, brands walk a tricky tightrope. It is all too easy for fitness brands to inadvertently add to the pressure cooker of expectations by relying on a very narrow definition of what a healthy body looks like. Or worse still, berate consumers for daring to simply exist in theirs. 

In this challenging environment, retailer Sweaty Betty successfully walks the tightrope between aspiration and alienation with creative flair in a new global campaign from House 337.

The campaign successfully brings to life the brand’s ethos of ‘fitness that fits you’ through film, out-of-home advertising, social media, in-store activations, website content, email marketing, and press. The warm-hearted campaign helps Sweaty Betty stand out in the increasingly competitive athleisure market by vocalising the pressure that women so often place on themselves.  

The campaign highlights this pressure in various aspects of life spanning parenting, careers, relationships, and self-image. It features models with real, diverse bodies, authentically capturing moments of both effort and joy, the visuals are paired with copy that balances motivation with honesty. With straplines such as: ‘Train for success, or to shut out the noise.’ A balanced approach which successfully dials down the judgement to deliver both an immensely obtainable, yet still aspirational message.

Ruth Mann, Vice President of Marketing at Sweaty Betty, explains: “In a crowded market where, unrealistic expectations are often imposed on consumers, Sweaty Betty has earned the loyalty of many; by providing stylish, comfortable clothing for whatever form of movement they can fit into their busy lives, particularly women aged 35-50—a demographic perpetually juggling endless to-do lists and societal pressures to excel in all areas of life. 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 judgement.

Louise Canham, Associate Creative Director, House 337, added: “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.

She continued: “This collaboration brought together the powerhouse female teams at House and Sweaty Betty, whose packed, demanding lives mirror those of our audience. We dug deep into what’s making us all sweat and channelled it into this work, giving Sweaty Betty a strong voice for the first time. Directed by Becky Garner and captured by Photographer Wendy Huynh, we feature a diverse group of women reflective of the Sweaty Betty community, each with their unique take on fitness. Because for women 35 and up, the juggle is real. And too often, their stories are overlooked. We’re here to change that.”

In an environment where it is all too easy to compare and despair, this campaign successfully inspires audiences, without alienating or shaming them. A powerful reminder that who makes the work shapes the work.