A personal trainer claims that activewear brand Sweaty Betty offered her a £4,000 settlement regarding a disputed slogan, contingent upon her agreement not to challenge the company’s use of it further and to maintain confidentiality regarding the deal.
Georgina Cox, from Middlesbrough, alleges that the company used the phrase “Wear The Damn Shorts,” which originated from her Instagram posts, without providing her with credit in its recent campaign.
According to Cox, she had used the slogan, among others with similar messaging, in various posts encouraging women to embrace their bodies and wear whatever they desired. She stated that Sweaty Betty contacted her regarding this matter.
Sweaty Betty has issued a statement asserting that they “respectfully disagreed” with Cox’s claims, noting that the slogan has been associated with their campaign for the past three years.
A company spokesperson stated: “We have offered and continue to offer to meet with Ms Cox as we remain committed to resolving this matter constructively and reaching a fair and amicable resolution.”
The fitness trainer stated that she initially conceived the slogan for her younger sister in 2020, and it quickly gained traction online.
In 2023, Cox was reportedly approached by a Sweaty Betty marketing executive who informed her that the company was planning a campaign “with similar messaging as your Wear the Damn Shorts post a few years ago,” and inquired if she was comfortable with their usage.
Subsequently, Ms. Cox was paid £3,500 to promote the campaign in social media posts.
Cox stated that the company contacted her again the following year before its new campaign, but failed to do so before the third year.
“The third year they just omitted me completely, I didn’t know it was happening,” she said.
“I was so hurt in that moment because nobody had reached out to me.
“They’re meant to care about women, they’re meant to support them and empower them, and I’ve never felt less empowered than I have this year.”
Cox’s legal counsel sent the company a legal “cease and desist” letter, demanding they cease using the phrase. Cox noted that the company’s response described her as “bitter.”
She also stated that she had been threatened with legal action for defamation following her online posts concerning the situation.
Ms. Cox stated she had been “terrified” and the stress had affected her physically and mentally.
“They are such a big company and I am just one woman and to be threatened by them is incredibly scary,” she said.
The fitness influencer relayed that she had been experiencing sleepless nights, hair loss, and panic attacks.
She said she desired an apology from the company and a commitment to paying influencers, such as herself, fairly.
According to correspondence with Ms. Cox, Sweaty Betty offered £4,000 as a final settlement, conditional upon her agreement that the company could continue using the slogan. She would not challenge its use, would refrain from making any public statements about the firm, and the terms of the settlement would remain confidential.
The company issued a statement saying: “We have great respect for the community Ms Cox has built around body confidence and empowerment, and were surprised and saddened to find ourselves in this situation.”
“‘Wear the Damn Shorts’ has been part of our campaign for three years, and we chose it because it perfectly captures what Sweaty Betty stands for.
“While none of us has exclusive legal rights to this phrase, we have always aimed to respect Ms Cox’s association with it.
“Since she first raised her concerns earlier this year, we’ve been in regular contact.”
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