Sweaty Betty launches live weather-focused campaign to promote outerwear

Britain’s obsession with (mostly negative) weather can be turned into an advantage, certainly for Sweaty Betty.

The sports/athleisure brand’s new research reveals that 92% of Britons admit they’re weather-obsessed, with 65% struggling to get through a single conversation without mentioning it. For good measure, 52% still get caught out in bad weather, and 88% admit they’ve cancelled plans because of it.

Which brings us neatly on the Sweaty Betty’s new campaign ‘All Good In The Hood’, aiming to turn that love-hate relationship into “something worth celebrating”. 

The retailer introduced a larger-than-life moving billboard/shelter “bringing a burst of energy, colour, and rebellion to the streets of London” with the two-day event (ending 4 December) to coincide with the brand’s new outerwear collection, featuring new coats “that weather whatever the day throws your way”.

It was positioned within Battersea Power Tube Station and Liverpool Street Station, the latter location coinciding with the recent opening of Sweaty Betty’s newest store within the station concourse. 

The novel billboard concept comes lined with real Sweaty Betty coats, featuring signature pieces from this season’s Outerwear collection (Nimbus Waterproof Puffer, Motion Technical Parka, and On The Move Longline Puffer), “offering passersby a place to shelter from the rain in style” and allowing for snap-a-pic moments. There was even a chance to win ‘the coat that saved them’ by tagging @SweatyBetty on Instagram Stories.

“The playful installation doubles as both art and armour, transforming everyday rain dodging into a moment of joyful rebellion”, the retailer said.

Melissa Mullen, CEO of Sweaty Betty, added: “Let’s be real — British weather’s got a mind of its own. So we built outerwear with the same spirit: bold, ready, unstoppable. We’re here to help women weather whatever — to move through the storm and still look fantastic. All Good In The Hood isn’t about hiding from the rain; it’s about taking it head on. We’re not here to play it safe; we’re here to turn heads and take on the day, come rain or shine.”