All women should be able to live an active lifestyle in their own way. This is something that Sportamore stands for, and therefore they want to improve how they reflect this in their communication.
To help them achieve their goal, we began by investigating how the landscape actually looks today. What did we find? That the portrayal of exercise on social media and websites does not reflect the sweaty reality at all. Not even in Sportamore's own channels.
No woman should have to focus more on her appearance due to the gaze of the world instead of her own feeling, especially in connection with something like exercise, which should be associated with health and well-being.
Svettamore – an authentic portrayal of exercise
Svettamore is about owning your sweat, visualizing sweat and other attributes associated with exercise as the natural thing it actually is.
Therefore, we created campaign images for Sportamore's own channels: landing page, newsletters, social media, and product feed. Instead of hiding sweat and panting expressions, we highlighted them. All to ultimately contribute to a more authentic portrayal of women's exercise experience.
Concept development and strategy
As the campaign celebrates women who sweat – a little or a lot – and aims to ultimately contribute to reducing internalized objectification associated with exercise, Svettamore was launched on International Women's Day on March 8th.
The campaign is intended to run throughout the spring, and the topic as such will be implemented as a natural part of Sportamore's future communication. Svettamore should be seen as a starting point for a more inclusive positioning for Sportamore, rather than a short-term effort.