Activewear has become a major success in fashion, with brands like H&M and M&S making waves with their fitness-inspired lines. Now, Free People’s FP Movement is joining the game, introducing its largest brand campaign in Europe and the UK, titled “Stand Out, Never Still”.
Celebrating individuality through movement, FP Movement, now in its 12th year, is seizing the moment as European consumers increasingly focus on fitness and incorporate active pieces into their daily lives. The brand anticipates significant growth in the European market, standing out with unique designs that bridge the gap between fashion and function.
Partnering with Anomaly, the agency behind Adweek’s 2022 Agency of the Year, the campaign draws inspiration from the fearless spirit of a pink sheep named Tilly, symbolizing the FP Movement community—a collective unafraid to embrace uniqueness. The campaign features five year-long FP Movement ambassadors, including 2024 Olympic hopefuls from Team GB, such as sprint hurdler Jess Hunter and Olympian Jessie Knight.
FP Movement aims to reshape the female activewear market, infusing a strong feminine sensibility without compromising on technicality. The collection is available online and at the Free People store in Westbourne Grove, London. With a growing presence at key European sporting events in 2024, FP Movement is poised to emerge as a key player in the EU activewear market, with plans to expand its footprint in the coming year.
