Sweaty Betty has unveiled a new campaign that celebrates women who “don’t wait for clear skies”.
Titled ‘Born for the Storm’, the campaign focuses on women who keep going when life gets messy.
According to the retailer, women have been referred to using the language of the weather for decades and not always a compliment. ‘Born for the Storm’ aims to take control of the narrative and reclaim those words.
At the centre of the marketing drive is Sweaty Betty’s puffer jacket, Nimbus. The campaign also features a lightweight waterproof parka
Related Story
It will roll out across print, film, digital, retail, social media, CRM, out-of-home and PR.
Melissa Mullen, brand president, Sweaty Betty, says: “People have spent a long time comparing women to storms. We see it as a compliment and Born for the Storm celebrates that spirit.
“It’s about showing up, getting on with it and refusing to be held back by a little turbulence, whether that’s in the forecast or in life.”
Sweaty Betty’s autumn collection is out now in-stores and online
Click here to sign up to Retail Gazette‘s free daily email newsletter
