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 and its long term strategy, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.