Independent creative collective Gung Ho has announced the addition of two global category leaders—Sweaty Betty and Foot Locker to its client roster, reinforcing the agency’s position as a go-to for culturally credible, earned-first creative storytelling.
Sweaty Betty has appointed Gung Ho as its retained UK agency, responsible for PR, influencer strategy, and brand activations. The appointment follows a series of successful projects, including the creation of the ‘Ultimate Studio’ campaign, which challenges industry norms around perfection in activewear. The ongoing partnership will focus on empowering women through fitness with authentic storytelling and community-first creative thinking at its heart.
Sweaty Betty senior brand manager, Sarah Leach said: “Gung Ho have shown a clear understanding of the Sweaty Betty brand, our values and the journey we are on. The team’s extensive experience, collaborative approach and commitment to truth and credibility are integral to the Sweaty Betty ethos, and we’re excited to be producing work that continues to inspire our sisterhood around the world”.
Gung Ho’s partnership with Foot Locker will focus on the retailer’s ambitions, further embedding the brand in UK youth culture. Gung Ho are working with Foot Locker across PR, influencer and activation and using the agency’s expertise in connecting with real communities via authentic people-first thinking. The partnership kicked off with the launch of Foot Locker’s new flagship store in Birmingham and was followed by the Foot Locker x Jordan Clapham Court basketball takeover in July. More activations are planned for the remainder of the year, with a strong emphasis on community and cultural storytelling.
Gung Ho CEO, Paul Phedon, said: ” “We’re proud to be welcoming Sweaty Betty and Foot Locker into the fold. As we celebrate 20 years of being fiercely independent and telling truths boldly, it’s fitting to join forces with brands that match our energy and ethos. Two of the boldest out there have backed us to go further, faster — and we’re ready to deliver.”
