Activewear firm Sweaty Betty offered a personal trainer a £4,000 settlement over a disputed slogan if she agreed to stop challenging the firm’s use of it and not divulge details of the payment, it was revealed today.
Georgina Cox, 34, from Middlesbrough, has accused the company of using the slogan ‘Wear The Damn Shorts’ she says was taken from her social media posts without credit or gaining her permission in a recent campaign.
Ms Cox became a viral star in 2020 during the Covid pandemic when she posted a picture of the slogan – a rallying cry for body confidence which she came up with for her younger sister – on her thigh.
She went on to appear on Loose Women and feature in women’s magazines, including Cosmopolitan, as the slogan struck a chord with women and girls across the UK.
Three years after going viral, Ms Cox says that Sweaty Betty contacted her seeking permission to launch a ‘Wear the Damn Shorts’ campaign.
She claims she initially gave consent, hoping to inspire more women, and was initially paid £3,500 to promote the firm’s campaign in her social media posts.
But she has since alleged that the fitness giant has continued to use the phrase without her involvement and launched a third annual campaign based around it without her knowledge – with her finding out from friends.
Lawyers for Ms Cox issued a cease and desist letter, but she says the firm has continued to use the slogan regardless.
Personal trainer Georgina Cox, 34, accused Sweaty Betty of using her phrase ‘Wear the Damn Shorts’ without her consent
Ms Cox became a viral star in 2020 during the Covid pandemic when she posted a picture of the slogan – a rallying cry for body confidence which she came up with for her younger sister – on her thigh
Sweaty Betty has previously said the firm ‘disagrees with her claims’ and that ‘none of us has exclusive legal rights to this phrase’.
Ms Cox claims the company’s response from its legal team described her as ‘bitter’ and that the stress has caused her to experience panic attacks and hair loss.
Sweaty Betty offered her £4,000 in May but only if she agreed to certain conditions.
She told the BBC these would involve allowing the company to continue to use the slogan, not challenging its further use, not making any public statements about the firm and keeping the terms of the settlement confidential.
After posting about the dispute online, Ms Cox said she had been left ‘terrified’ after Sweaty Betty allegedly threatened to sue her for defamation.
In a statement on Instagram on Thursday, Ms Cox said: ‘I’m scared and struggling but I’m doing this for every woman who has ever been called ‘bitter’ for defending herself.
‘I’m doing it for every woman who has ever been threatened into silence and focred to keep their pain secret.
‘And I’m doing if for every small business who has been taken advantage of by a big company for profit.’
Taking to social media on Thursday, Ms Cox said the ordeal has left her ‘scared and struggling’
Ms Cox said Sweaty Betty initially contacted her before launching the slogan and selling £35 ‘Wear the Damn Shorts’ T-shirts in 2023. However, she claims the company did not contact her ahead of this year’s campaign
Ms Cox claims the company’s response from its legal team described her as ‘bitter’ and that the stress has caused her to experience panic attacks and hair loss
In an emotional video previously posted on social media she said: ‘If this had happened to anyone else, I would tell them to defend themselves.
‘My hair is falling out, I’m having panic attacks. I’m waking up with my heart racing. They’re just dragging this out because they know I can’t afford to keep going.’
Ms Cox first created the slogan post as inspiration for her self-conscious younger sister, but the picture gained traction around the world.
‘As the weather continues to get warmer please know you DO NOT need to wait until your body looks a certain way to wear something, you deserve to NOW!’, the post said.
It concluded: ‘Rock those shorts, that top, the dress and remind yourself as many times as you need to that summer DOES NOT have a size.’
Ms Cox has set up a GoFundMe campaign to fund her legal fees which has so far raised almost £8,000. She states any unused funds will be donated to Rubies, a charity supporting disadvantaged girls in Middlesbrough.
A spokesperson told the BBC: ‘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.’
Sweaty Betty continues to use the slogan on its website.
