Sweaty Betty has launched a new campaign with integrated creative agency Gung Ho. The latest work from Gung Ho challenges traditional notions of perfection in activewear — and puts real movement, in real spaces, at the centre of the story. Breaking away from polished poses and aspirational studios, the campaign, entitled ‘Ultimate Studio’ instead asks the question to women everywhere: What does your ultimate studio look like today?
The latest work from Gung Ho responds with a grounded and emotive creative platform that features women practicing yoga in garages, parks, kitchens, and gardens — everyday spaces made meaningful through movement.
Directed by the agency’s Head of Creative, James Benn, the work is centred around four documentary-style hero films rolling out across digital, social, print, CRM and retail, and includes both :30 and :15 video assets. Community stories come from collectives such as The Self Love Lab and Basic Space who feature throughout.
Within the campaign, Gung Ho will also bring ‘Ultimate Studio’ to life through a series of on-the-ground activations, kicking off with the Ultimate Wellness Retreat in Suffolk. A real life imagining of the Ultimate Studio, based on real insights of what the ultimate yoga space can be, the retreat will include a range of references from the campaign along with contributions from talent such as The Self Love Lab and Inner Landing Studio. Additionally, the brand will launch a live programme of inclusive yoga sessions at Fearne Cotton’s Happy Place Festival this summer.
Kerry Williams, chief marketing officer, Sweaty Betty said, “Strategically, Gung Ho just understood the journey we were on with our consumer and brand positioning. The studio space has become so saturated, and we wanted to reassert our authority within this category, with new silhouettes and tactile performance fabrication, that is stylish and secure to perform in.
We know her ultimate self is only achievable when she makes the first move, and where she chooses to move looks different to all women. Gung Ho and our Sweaty Betty team articulated this narrative perfectly in their storytelling.”
Gareth Davies, chief creative officer, Gung Ho said: “It was such a pleasure to develop this campaign with the Sweaty Betty team — a truly inspiring collaboration. We dove deep to understand the real, personal challenges women face just getting to the mat — from busy lives to imperfect environments. This campaign reflects the soul of the brand and the sisterhood it represents. It holds up a mirror to our consumer, showing the strength in her struggle and the power in showing up. I’m proud to have been trusted with showcasing this incredible activewear range, designed to support women in their everyday lives.”
‘Ultimate Studio’ Is live across all Sweaty Betty channels from June, encouraging women everywhere to embrace their bodies, their environment and the notion of sisterhood which remains central to the Sweaty Betty ethos.
