As a millennial, I have a complicated relationship with the fitness industry. Having grown up surrounded by the toxic images of super-skinny being the desired state of being, I'm cynical about any attempt to push messages in the fitness space. Sure, fitness branding is more inclusive now – but exercise is still usually pushed in conjunction with how we look, and the clean eating/lift heavy culture has had its own style of toxicity in recent years. Against the backdrop of all this, it’s hard for a brand to get it right in an authentic way.
But Sweaty Betty has rebranded, and the campaign genuinely strikes a chord with me. Centred around how exercise can shift your mindset, bring positivity and make you feel great, the new messaging feels authentic, not over the top or forced. I think it's among the best rebrands I've seen.
