Sweaty Betty Makes Headlines with Bold Marketing and Controversy

Sweaty Betty’s Innovative Campaign Captures London’s Attention

British activewear retailer Sweaty Betty has become a talking point in December 2025, with its latest marketing stunt offering Londoners shelter from the rain through a moving billboard lined with coats from its outerwear collection. The campaign, titled ‘All Good in the Hood’, represents the brand’s continued focus on creative marketing strategies that connect with its target audience.

The installation appeared on 3 and 4 December, giving Londoners the chance to hide from bad weather, take photos and win a coat. This playful approach aligns with research from Sweaty Betty showing that Brits talk about the weather 17 times a week, with 65% struggling to have a conversation without mentioning it.

Controversy Surrounding Advertising Slogans

However, the brand’s creative marketing has not been without controversy. Sweaty Betty has become involved in a dispute over advertising slogans, which a period underwear company claims were copied. Kelly Newton of Nixi Body said Sweaty Betty’s use of two taglines that were very similar to her firm’s “seemed a little off”.

Additionally, personal trainer Georgina Cox revealed that Sweaty Betty had offered her £4,000 in exchange for confidentiality over the use of the phrase “Wear The Damn Shorts”. Cox was previously paid by Sweaty Betty to use the slogan in campaigns in 2023 and 2024, but was not approached about its use this year.

Financial Recovery and Expansion

Despite recent controversies, Sweaty Betty returned to profit for the first time since 2021, making £1.5m in 2024 compared to a £13.4m pre-tax loss the previous year. The brand currently operates 50 stores in the UK and 2 in the US, and continues expanding with new locations including a recently opened store at Liverpool Street Station.

Significance for Consumers and Industry

Sweaty Betty’s recent developments highlight both the power of innovative marketing and the importance of ethical business practices. As the brand continues its recovery and expansion, how it addresses concerns from smaller businesses and independent creators will be crucial for maintaining its reputation in the competitive activewear market. For consumers, these stories serve as a reminder to consider the values and practices of the brands they support.