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Activewear brand accused of slogan copying
Sweaty Betty is embroiled in a dispute with a period underwear company over allegedly similar advertising taglines. Nixi Body's co-founder Kelly Newton claims the brand used phrases nearly identical to hers without credit.
How the dispute unfolded
Newton first noticed Sweaty Betty's campaign for its femtech leggings late last year. The tagline, "Keeping you moving through menstruation, maternity and menopause," closely mirrored Nixi Body's long-standing slogan, "Keeping you moving through menstruation, motherhood and menopause."
Initially dismissing it as coincidence, Newton later spotted another Sweaty Betty ad using "No ifs. Just butt."-a near-match to Nixi's "No leaks. No ifs. Just butts."
Unable to trademark her phrases, Newton said she felt powerless to act legally. "They're words we've used for years," she told the BBC.
Broader pattern alleged
Newton's decision to speak out was prompted by personal trainer Georgina Cox's revelation that Sweaty Betty offered her £4,000 to settle a dispute over the slogan "Wear The Damn Shorts." Cox claims the brand used the phrase without permission in its 2025 campaign, despite previously paying her for its use in 2023 and 2024.
"Your tagline can't empower all women when you're taking from them," Newton said, emphasizing she seeks accountability, not compensation.
Sweaty Betty's response
The brand acknowledged the "No ifs. Just butt." phrase has been widely used but stated it was reviewing all marketing campaigns. A spokesperson said: "It is never our intent to take credit for others' creativity, particularly from trailblazing women."
"We have reached out to Nixi Body directly and are reviewing the origins of our phrases. The 'Wear the Damn Shorts' dispute remains ongoing, but we continue working toward resolution."
Sweaty Betty statement
Industry context
Sweaty Betty argued that shared language in women's fitness marketing is common, making exclusive rights difficult to claim. However, Newton countered that repeated similarities suggest a pattern of borrowing from female entrepreneurs.
Cox's case adds weight to the claims, with Sweaty Betty admitting the "Wear The Damn Shorts" phrase predates both her and the brand's use-yet still used it without recent attribution.
