London, December 09, 2025
Sweaty Betty faces legal challenges after using viral slogans created by female entrepreneurs without sustained consent, sparking intellectual property disputes and reputational concerns. The conflict centers on the popular slogan “Wear The Damn Shorts,” originated by personal trainer Georgina Cox in 2020.
Main Legal Conflict
The controversy began with the unauthorized extension of the slogan “Wear The Damn Shorts” by Sweaty Betty beyond the initially agreed limited use. Georgina Cox, who first coined the phrase as a body-positivity campaign on social media, claims the brand exceeded the scope of their original payment agreement. Cox has issued a cease-and-desist, accusing Sweaty Betty of intellectual property misuse and a failure to secure ongoing consent.
Additional Allegations
Further intensifying the dispute, Kelly Newton, co-founder of the period-proof underwear company Nixi Body, alleges Sweaty Betty copied taglines closely resembling her firm’s female-focused branding messages. These overlapping claims amplify concerns over the brand’s practices regarding slogans created by independent female entrepreneurs.
Perspectives on the Dispute
Georgina Cox has publicly criticized Sweaty Betty, highlighting feelings of being overshadowed and undervalued by a major corporation capitalizing on grassroots female empowerment messages. Her statements frame the case within a wider debate on how large companies engage with and respect intellectual property generated by smaller content creators.
Sweaty Betty defends its position by pointing out that the “Wear The Damn Shorts” slogan is not trademarked, and thus no exclusive legal rights were established. The company emphasizes the legal ambiguity surrounding viral slogans that lack formal intellectual property registration, underlining the challenges brands face in navigating this space.
Broader Industry Implications
This dispute illustrates broader tensions in marketing between viral content originators and well-established brands, particularly within empowerment-driven campaigns spearheaded by female entrepreneurs. The case sheds light on the pressing need for rigorous intellectual property diligence and ethical considerations when brands utilize user-generated content and creative slogans.
For a company like Sweaty Betty, whose identity rests on inclusivity and female empowerment, the legal actions risk contradicting its public values, posing considerable reputational damage. Lessons drawn from these events underscore the importance for business leaders to balance commercial interests with respectful collaboration and transparent consent relating to intellectual property rights.
As the legal proceedings continue, this controversy serves as a cautionary precedent emphasizing the necessity for clear agreements, ongoing communication, and respect for content creators—especially within industries promoting social values and personal empowerment.