Sweaty Betty's rebrand is exactly what I need from the fitness industry

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.

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.