Georgina Cox, a personal trainer from Middlesbrough, is currently at the centre of a legal battle with global activewear brand Sweaty Betty. The case raises critical questions about what creators truly own when their work goes viral, and what happens when big brands leverage said viral content without permission.
Cox, who coined the viral slogan “Wear the Damn Shorts” in 2020, is accusing Sweaty Betty of profiting off her phrase without consent after initially collaborating with her. Her story is a stark reminder of the growing tensions between creators and the companies that use their content to build brand identity and drive sales.
