Sandra Halliday
Published September 2, 2026Reading time
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Sweaty Betty focuses on outerwear in AW26 <a href="https://bitcomme.com/bakers-delight-speeds-digital-marketing-rollouts-with-boomi/” title=”Bakers Delight speeds digital marketing rollouts with Boomi”>marketing push
Sandra Halliday
Published
September 2, 2026
Sweaty Betty is best know for its workout-wear but the company also operates in the outerwear category and it’s this that it’s chosen to focus on with its AW26 campaign that launched Wednesday (2 September).
And the big theme is the storm, with the historical connection of storms with the female temperament being reshaped to be more flattering.
And of course, focusing on storms may be a clever move given predictions that the unprecedented hot summer could be followed up with a more stormy autumn and winter.
“Icy. Cold. Intense. Stormy. For generations, women have been described using the language of the weather. Not always as a compliment,” it said. “In fact, there was a time when storms were named exclusively after women. Why? They were seen as wild, unpredictable and capable of leaving a lasting impact wherever they went.
“It was meant as an insult, but this autumn, Sweaty Betty is reclaiming the forecast. Its new campaign Born for the Storm celebrates women who don’t wait for clear skies before getting on with it. The women who keep moving when life gets messy. The women who refuse to let a little turbulence get in the way and who never dial themselves down.”
The campaign will roll out across film, print, digital, retail, social, CRM, OOH and PR. It “celebrates what it means to be a force of nature. And naturally, the outerwear built to weather it all”.
The campaign heroine is Nimbus, Sweaty Betty’s signature puffer, which now holds UK Design Registration 6497980.
“Built for days when the forecast looks questionable, but our plans don’t, Nimbus treats bad weather exactly how it should be treated: as somebody else’s problem,” the company said.
Also a campaign focus is Motion, the waterproof parka “for women who aren’t waiting for perfect conditions. Lightweight, waterproof and designed to keep up, it’s proof that a little rain isn’t a very convincing excuse”.
