‘Empowering’ Very campaign kick-starts a summer of sport and fitness
The Very Group’s signature brand has unveiled its new SS26 campaign, a multi-sport, multi-brand initiative called ‘Very Ready To…’. Designed to “help empower people to feel confident when taking part in sports”, it also spotlights head-to-toe looks from brands including Adidas, ASICS, New Balance, Nike, Salomon, Sweaty Betty and Under Armour.
Set against the backdrop of a “vibrant summer cityscape”, the campaign “captures real, relatable moments of movement woven into daily life [and] reflects how sport fits into real routines, inspiring people to embrace activity during a summer of sport, without pressure or perfection”.
Bringing together running, training and football, the multi-gender campaign features an accessible, style-led edit from leading brands “ensuring there is something for everyone”.
Product line-up “showcases a fresh summer palette”, pairing soft tonal pastels with bold neon accents “a trend set to define the season”, it says.
Katie Kinchin-Smith, head of brand at The Very Group, said: “With a huge summer of sports ahead of us, featuring the likes of the World Cup, Wimbledon and the Commonwealth Games, now felt like the perfect moment to create a campaign that not only feels uplifting, inclusive and free from pressure, but one that reflects how sport truly shows up in life.
“By celebrating small, everyday moments of movement, the campaign breaks down the idea that sport is only for the already active. Instead, it positions it as something open to everyone – built on confidence, not comparison.”
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