London, November 23, 2025
Personal trainer Georgina Cox has publicly challenged fashion brand Sweaty Betty over the unauthorized use of her viral slogan \”Wear The Damn Shorts,\” following an offer from the company reportedly including a £4,000 payment and a silence agreement. The dispute raises questions about intellectual property and creator rights in brand marketing practices.
Details of the Dispute
Cox first popularized the slogan in 2020 through a social media post promoting body confidence. The phrase gained viral traction and became central to her personal brand identity. In 2023, Sweaty Betty initiated contact with Cox, reportedly making a one-off payment linked to permission to use the slogan. However, Cox alleges the brand continued to feature the phrase in merchandise and advertising campaigns beyond the scope of this initial agreement.
In response to what she calls exploitation and lack of ongoing consent, Cox issued a cease-and-desist notice. The £4,000 offer from Sweaty Betty is said to be connected to securing Cox’s silence, rather than providing ongoing recognition or royalties for her intellectual property. This move has sparked public criticism and raised concerns about ethical business conduct regarding the use of content created by individuals.
Context and Broader Implications
\”Wear The Damn Shorts\” emerged as a slogan symbolizing female empowerment and body positivity, themes that align with Sweaty Betty’s marketed ethos. Cox’s accusations of unauthorized use challenge the brand’s adherence to these principles and expose potential reputational risks.
This conflict highlights growing challenges for brands leveraging viral or user-generated content without clear, continued agreements. It underscores the importance of thorough intellectual property diligence and transparent partnerships with content creators. For business leaders and policymakers, the case serves as a significant example of legal and ethical considerations in the digital content economy.
As viral slogans and individual content creators gain increased influence, the tension between commercial use and creator rights will likely prompt closer scrutiny and possibly regulatory attention. Sweaty Betty’s situation represents a cautionary tale in navigating these complex dynamics while maintaining corporate values and public trust.