Free People’s FP Movement launches biggest UK and Europe campaign

One area of the fashion sector that has been a huge success in recent years is activewear, and its associated athleisure clothing, from both specialists and mainstream fashion brands that are branching out.

H&M and M&S have made an impact with their Goodmove and Move lines and Urban Outfitters’ Free People is also ramping up its activity in the sector via its existing FP Movement line.

The label is launching its “largest brand campaign to date” with Stand Out, Never Still being FP Movement’s first major campaign in Europe and the UK.

We’re told it “reflects the brand’s commitment to celebrating individuality through movement”.

FP Movement is now in its 12th anniversary year but it’s clearly a good time to launch this regional campaign with British and European consumers more focused than ever on getting fit, as well as keener than ever to wear active pieces for their everyday lives.

The company said it’s “anticipating huge growth in the European market” for the line that it says is “set out from its competitors in its unique designs which bridge the gap between fashion and function”.

It’s worked with Anomaly, Adweek’s 2022 Agency of the Year, for Stand Out, Never Still that takes inspiration from “the fearless spirit of a pink sheep named Tilly, who deviated from her pack. Tilly becomes the symbol of the FP Movement community—a collective of true individuals unafraid to embrace their uniqueness”. 

Starring alongside Tilly are five year-long FP Movement ambassadors and 2024 Olympic hopefuls — including two representatives of team GB: Jess Hunter, Jessie Knight, Annie Kunz, Dominique Ruotolo, and Quanesha Burks.

Hunter is a Sprint Hurdler who won silver in the 2022 British Championships over 100-metre hurdles and will continue representing Great Britain at the Paris 2024 Olympics.

Meanwhile Knight is an Olympian and five-time British Champion, with World Bronze and European Silver medals who will also be at the Paris mega-event.

FP Movement said it’s “reshaping the female activewear market by infusing a strong feminine sensibility into a business long dominated by male-led designs, while not compromising on technicality”.

The range is currently shoppable online and at the Free People store in Westbourne Grove, London. 

And the brand said that “with its growing presence at key European sporting events in 2024, FP Movement is set to emerge as a key player within the activewear space in the EU market. Like Free People, FP Movement is on track to follow the growth of its parent brand and currently has 37 locations in the US, with plans to open at least 25 additional stores in 2024”.