The Sweaty Betty brand, the most recent addition to the Wolverine Worldwide family, is reportedly focused on solidifying its position as “one of the original activewear brands, centered on empowering women through fitness and beyond.”
Wolverine Worldwide, Inc. President and CEO Chris Hufnagel said the brand drove mid-single-digit revenue growth in the fiscal 2025 fourth quarter, completing a full year of quarterly sequential improvement in year-over-year revenue performance.
Sweaty Betty revenue increased 8.8 percent to $68.9 million in the fourth quarter, but that level of growth tapped into some upside from FX rate variances due to the weaker U.S. dollar. In constant-currency (cc) terms, Q4 sales rose 4.6 percent year-over-year, driven by growth in EMEA, DTC and Wholesale.
Results were said to be supported by product newness, strength in outerwear, expanded international wholesale distribution and the benefit of a 53rd week, partially offset by the brand’s ongoing reset of the U.S. market to a more premium DTC business.
“2025 was a pivotal year for Sweaty Betty as we reset the brand strategy,” the CEO commented.
“Encouragingly, the brand has built momentum in the U.K., enhancing our product offering with more newness and driving the acceleration of DTC growth in the critical fourth quarter,” he continued. “We also made progress on expanding the brand’s distribution outside of the U.K. with priority retailers and partners across Europe and into Asia Pacific.”
Hufnagel continued, sharing that, “Importantly, we successfully strengthened the brand in its positioning, seeing meaningful gains in the fourth quarter across key brand health metrics, especially with younger consumers, the fifth consecutive quarter of improvement.”
Outlook
“Looking ahead to 2026, Sweaty Betty’s product line continues to get stronger, powered by increased newness, better category diversification in outerwear and new bottom silhouettes, and a more focused strategy to go to market with greater impact,” Hufnagel stressed.
He said the brand storytelling “continues to become bolder and more distinctly Sweaty Betty” as well, in part with the launch of its new Born Sweaty campaign last week.
“Finally, the brand is making good progress in evolving its global distribution footprint to scale more effectively and more efficiently over time,” he continued. “As a result, Sweaty Betty is well-positioned to build on momentum in its home market, and it is seeing early benefits of expanding its international partnerships while the U.S. reset that we initiated in the third quarter of last year remains a near-term headwind as the brand establishes a healthier foundation for future growth.”
Sweaty Betty revenue is expected to decline in the low-single-digits in 2026, with growth in its EMEA DTC business and expanding distribution in select international markets more than offset by the absence of a 53rd week on the retail calendar in 2026 and the ongoing transition of its U.S. business toward a more premium DTC model.
Images courtesy Sweaty Betty/Wolverine Worldwide, Inc.
