Sweaty Betty appoints new marketing chief

Premium activewear brand Sweaty Betty announced on Tuesday the appointment of Kerry Williams to the role of chief marketing officer. 

With over 14 years of marketing leadership experience in the sports sector, Williams most recently served as chief marketing officer of Myzone Group LTD, a connected fitness and wearable tech brand. Prior to that, she was CMO of Gymspin/Herd Brands, after working for more than a decade at Nike in a variety of leadership roles, including across Nike training, and Nike global football, where she held a consumer-focused marketing leadership role for multiple England National Team Campaign launches and the UEFA Women’s Championships.

She is also a Trustee of Badu Sports, a charity that strives to empower young people and their families through sports and mentoring. ​

The executive is also a former England and Great Britain international hockey player with 96 caps and medals from the World Cup, Commonwealth Games and European Championships. 

“I am thrilled to have Kerry join Sweaty Betty, her professional and sporting experience will add a new dimension and support our ambitions to scale the ‘Spirit of Our Sisterhood’ globally,” said Melissa Mullen, Sweaty Betty global brand president, who was appointed the top spot of the brand in 2023.

“Her charitable experience and personal values are in profound alignment with the values that we hold in the brand and in our charitable Sweaty Betty Foundation . This powerful combination are hugely exciting as she joins us at a time of immense transformation.
 
Launched in London in 1998, Sweaty Betty has grown to become a notable global women’s activewear and lifestyle brand. In 2021, the sportswear company was acquired by U.S. giant Wolverine World Wide for nearly £300 million.

The brand boasts retail locations across the United Kingdom, Europe and Asia and is stocked inside luxury retailers, including Selfridges, Harrods, Neiman Marcus and Nordstrom.

“Sweaty Betty was the first brand to take women’s activewear seriously when I was an athlete, with a mission of empowerment that is still the beating heart of the business,” said Williams.

“I am honored to join the team at this pivotal time for the brand as we look to inspire and engage women on a global scale and propel Sweaty Betty into its next chapter.”