Full Breakdown
Dispute Over Advertising Slogans: Sweaty Betty Faces Criticism from Female Founders
12/8/2025, 11:47:39 PM
Overview of the Dispute
Activewear brand Sweaty Betty is embroiled in a controversy regarding the use of advertising slogans that two female entrepreneurs claim were appropriated from their original phrases. Kelly Newton, co-founder of the period underwear company Nixi Body, has raised concerns that Sweaty Betty's marketing campaigns have mirrored her company's established taglines.
Key Figures Involved
- Kelly Newton: Co-founder of Nixi Body, which specializes in leak-proof period underwear. She has accused Sweaty Betty of using slogans similar to those her company has employed for years.
- Georgina Cox: A personal trainer who has also alleged that Sweaty Betty used her slogan "Wear The Damn Shorts" without proper credit. She was offered a settlement by Sweaty Betty for confidentiality regarding this issue.
Details of the Allegations
Newton's grievances center around two specific taglines. The first, "Keeping you moving through menstruation, motherhood and menopause," was used by Nixi Body before Sweaty Betty adopted a similar phrase for its femtech range. Although Sweaty Betty has since altered the tagline to "Menstruation. Maternity. Menopause. Together we're raising the bar for every woman, for any life stage," Newton expressed frustration over the initial similarity.
The second slogan in question, "No ifs. Just butt," was reportedly used by Sweaty Betty after Newton's company had already established a similar phrase, "No leaks. No ifs. Just butts." Newton noted that while she attempted to trademark her phrases, she was unsuccessful, leaving her with limited legal recourse.
Official Statements & Responses
Sweaty Betty has responded to the allegations by stating that the "No ifs. Just butt." slogan has been utilized by various brands and influencers over time. The company also mentioned that it is reviewing its marketing campaigns in light of these concerns.
Criticism & Opposition
Newton's perspective highlights a broader issue of recognition and credit for female entrepreneurs in the activewear and femtech industries. She articulated her disappointment, stating, "Legally they were within their rights to use these words, but they're words that we've used for quite a few years." This sentiment underscores the challenges faced by smaller companies in protecting their branding against larger competitors.
Cox's situation adds another layer to the controversy, as she revealed that Sweaty Betty had offered her £4,000 for confidentiality regarding the use of her slogan, which she originally created in 2020. This has raised questions about the ethical implications of how larger brands engage with smaller creators.
Verbatim Quotes
- “Legally they were within their rights to use these words, but they're words that we've used for quite a few years.” — Kelly Newton, Co-founder of Nixi Body
- “I thought 'oh hang on a second',” — Kelly Newton, reflecting on her reaction to Sweaty Betty's slogan.
- “Wear The Damn Shorts” was a slogan I came up with alongside my sister in 2020.” — Georgina Cox, Personal Trainer
What's Next
As the situation unfolds, it remains to be seen how Sweaty Betty will address these allegations and whether any changes will be made to their marketing practices. The ongoing dialogue about intellectual property rights among female entrepreneurs may also gain traction as more voices join the conversation.
