When Georgina Cox, a personal trainer from Middlesbrough, first scrawled the words "Wear The Damn Shorts" on her thigh in 2020, she was thinking only of her younger sister, who struggled with body confidence. Little did she know that this simple, empowering phrase—meant to encourage women and girls everywhere to wear what they wanted, regardless of their body shape—would soon spark a viral movement across the UK. The slogan’s message caught fire during the isolating days of the Covid pandemic, resonating with thousands seeking a little more self-love and acceptance. Soon, Cox found herself featured on Loose Women and in magazines like Cosmopolitan, her rallying cry echoing far beyond her Instagram account.
But five years later, that same phrase would become the center of a bitter dispute between Cox and Sweaty Betty, a major women’s activewear brand. According to reporting by BBC News, Cox alleges that Sweaty Betty used her slogan in their campaigns—most recently in 2025—without crediting her or seeking her involvement. The company, for its part, maintains that "Wear The Damn Shorts" has been part of its campaign for three years and that no one, including Cox, holds exclusive legal rights to the phrase.
The story began in earnest in 2023, when Cox says she was first approached by a Sweaty Betty marketing executive. The company was planning a campaign "with similar messaging as your Wear the Damn Shorts post a few years ago," the executive explained, and asked if Cox would be happy for them to proceed. Cox agreed, hoping to inspire even more women, and was paid £3,500 to promote the campaign on her social media.
"I was so hurt in that moment because nobody had reached out to me," Cox told BBC News about what happened next. The following year, Sweaty Betty again contacted her before launching their campaign. But in 2025, Cox discovered through friends—rather than from the company itself—that a third annual campaign using her slogan had been launched, this time without her knowledge or participation. "They're meant to care about women, they're meant to support them and empower them, and I've never felt less empowered than I have this year," she shared.
Feeling blindsided, Cox decided to take action. Her lawyer sent a "cease and desist" letter to Sweaty Betty, demanding the company stop using the phrase. The response, according to Cox, described her as "bitter." The dispute quickly escalated, with Cox claiming she was threatened with legal action for defamation after posting about the situation online. "They are such a big company and I am just one woman and to be threatened by them is incredibly scary," she said, describing how the ongoing stress affected her physically and mentally. Cox reported panic attacks, sleepless nights, and even hair loss as the dispute dragged on. "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," she confided in a social media video.
In May 2025, Sweaty Betty offered Cox a final settlement of £4,000. But there was a catch: she would have to agree not to challenge the firm's use of the slogan, refrain from making any public statements about the company, and keep the terms of the settlement confidential. Cox declined, instead choosing to speak out about her experience. In an emotional Instagram post, she wrote: "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 forced to keep their pain secret. And I'm doing it for every small business who has been taken advantage of by a big company for profit."
Throughout the ordeal, Cox has received an outpouring of support from her followers and the wider community. She set up a GoFundMe campaign to help cover her legal fees, which has raised nearly £8,000 as of November 22, 2025. Any unused funds, she has pledged, will be donated to Rubies, a Middlesbrough charity supporting disadvantaged girls.
Sweaty Betty, for its part, maintains that it has always sought to act fairly. In a statement to BBC News on November 21, 2025, a company spokesperson said: "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." The company also reiterated that they remain "committed to resolving this matter constructively and reaching a fair and amicable resolution."
Despite these assurances, Sweaty Betty continues to use the slogan on its website and in marketing materials. The company’s position is clear: "We respectfully disagree" with Cox’s claims, and the phrase, they argue, is not the exclusive property of any one individual. Still, Cox’s supporters argue that the ethical question goes beyond legalities. Should large brands be able to appropriate grassroots messages from individual creators without ongoing credit or compensation?
The case has sparked a wider conversation about the power dynamics between major brands and small creators, especially in the age of social media virality. Cox’s story is not unique—across industries, individuals have seen their ideas or viral moments absorbed by bigger players, sometimes with little recourse. The emotional toll can be immense, as Cox’s own experience shows. "I've never felt less empowered than I have this year," she admitted, echoing a sentiment felt by many in similar battles.
For now, Cox says she wants an apology and a commitment from Sweaty Betty to pay influencers like herself fairly for their contributions. She also hopes her fight will inspire others to stand up for themselves. As she put it in one of her Instagram posts: "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! Rock those shorts, that top, the dress and remind yourself as many times as you need to that summer DOES NOT have a size."
As the legal wrangling continues, the phrase "Wear The Damn Shorts" has come to symbolize more than just a call for body confidence. For many, it now stands for the right to be recognized, respected, and fairly treated—no matter how big or small your platform may be.
