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In conjunction with The Sweaty Betty Foundation the Sweaty Betty product team created a new Sports Hijab together with sports activist Lipa Nessa so that more girls and women could feel empowered to get active and stay active, for life. The campaign was launched in conjunction with International Women’s Day in 2024, but was very much messaged that Sweaty Betty are committed to women 365 days a year, and that the brand stands for women all year, every year.

For the design direction of the campaign it was important for it to include stats, but to also feel approachable and not corporate. I stuck to a stripped back colour palette that combined the brand colours for both Sweaty Betty and Sweaty Betty Foundation, and teamed this with a collage of group shots, portraits and typography to display profound messages.