Sweaty Betty “Wear the Damn Shorts”

Source: Sweaty Betty

If you are not familiar with the brand, Sweaty Betty is a women’s athleisure brand out of the U.K. that’s been around since 1998 with over 50 retail locations. It’s a player in the space, that’s for sure.

I recently came across their campaign called “Wear the Damn Shorts” that I find quite inspirational, so I just have to give it a shout out. Inspirational not only for the women who engage in the brand but also inspirational for the unique space that the brand is carving out in the fitness/wellness space.

It’s not about being athletic or being at the top of physical fitness. It’s about being who you are. Embracing your flaws.

Don’t hide yourself, show yourself. “Wear the damn shorts!”

Take a look …

The theme carries right over into their e-commerce and website with “These legs are made for flaunting … leg day today. And tomorrow. And the next day.”

Evidently there’s a round two of the campaign about to hit … as the brand says, '‘it’s got legs.” Can’t wait to see it!

Keeping yourself fit, whatever that looks and feels like, is all about personal confidence. So of course, what’s not to love about this work from Sweaty Betty. Uniquely Sweaty Betty, so what’s not to love about their marketing?!?

What say you? What’s your experience? JIM