First look: Sweaty Betty reveals new 2025 campaign

The campaign, named #dontsweatit, includes film, out-of-home advertising, social media, in-store activations, website content, email marketing, and press, aimed at the brand’s target 35+ female audience.

It features models with diverse body shapes celebrating exercise as “a precious moment of self-care in a world driven by relentless competition and comparison.”

“In a crowded market where unrealistic expectations are often imposed on consumers, Sweaty Betty has earned the loyalty of many, particularly women aged 35-50 - a demographic perpetually juggling endless to-do lists and societal pressures to excel in all areas of life,” said Ruth Mann, vice president of marketing at Sweaty Betty.

Two live podcasts from comediansThe Scummy Mummies will support the launch of the campaign in Q1 which will be recorded in London (on 20 January) and Liverpool (on 12 February).

Fitness guru Caroline Idiens has also been appointed as brand ambassador. The brand has “More inclusive and inspirational activities" lined up for Q2.