Sunderland-based Amazing Jane is a brand transforming the fitness industry with its ethos dedicated to empowering women to lead healthy, active lifestyles through the power of clothing.
The company caused quite a stir in the fitness and mainstream news in late 2022 when its new TrackHer range of activewear leggings hit the market, with high profile-features in Women’s Fitness, Trail Running and Top Sante.
The innovative leggings contain a concealed TrackHer pocket, designed to be the size for a GPS personal tracker, and were launched in response to headlines around violence against women and their safety when out exercising.
Amazing Jane creates activewear for women’s changing bodies, and a strong relaunch saw its autumn/winter season designs taking centre stage alongside a 226% sales increase, 160.5% website traffic increase and 170% increase in monthly new customers.
Now the team is hitting 2023 with its Real Women of Amazing Jane campaign, which embodies the ethos of the brand. The campaign launches alongside the announcement of a collaboration with Smart Works Newcastle to create a bespoke pair of leggings ahead of International Women’s Day 2023.
Claire Goodliff, co-founder at Amazing Jane, said: “We are delighted with the response to and support for our autumn/winter range, in particular the interest around the TrackHer leggings. At the heart of our community are ‘real women’ and it’s important to use that in our marketing campaigns to reflect the ‘real women’ who wear our range.
“We name our clothing after strong and inspirational women who have changed the world, from Elizabeth, Coco, Cleo, Sarina to Malala, so we really want to maintain this ethos in all our communications.
“The support we’ve had from the B2B community has been amazing and we wanted to intertwine the relationships we’ve built into future campaigns to showcase the real women in the community who are supporting us and wearing our clothes.
“We are really excited about our collaboration with Smart Works Newcastle, as two brands we have so much synergy around our values. The leggings send a very powerful message and this promises to be a very exciting collaboration.”
One of the first Real Women of Amazing Jane to sign up to the campaign is Elaine Parker from Safer Date. Elaine is a multi-award winner and created Safer Date through her passion for revolutionising the dating industry to protect people as a direct result of her own online dating experience.
Elaine Parker, CEO at Safer Date, said: “As soon as I met Claire and Debra, I knew we would end up working together in some capacity. They are so passionate about encouraging women to be able to show up as they are, despite the body hang-ups that so many of us have.
“Their clothing range is fantastic both in quality and design and their new TrackHer leggings which have a hidden pouch for a tracker to keep women safe when they’re out running/walking are a genius idea.
“I set up Safer Date following my own personal experience at the hands of a monster who put me through months of domestic abuse, sexual assault, stalking and harassment. It is now my life’s mission to protect people around the world from online predators. Women’s safety is a huge issue and we all need to work together on this.
“Amazing Jane and Safer Date is a perfect collaboration – women coming together to support each other and to protect others – and I’m so excited for what the future holds.”
Debra De Luen, co-founder at Amazing Jane, said: “The decision to only use our customers and ‘real women’ for product photography alongside ourselves as founders has been a real game-changer, and we are delighted to have Elaine on board. This is a key part of our campaign to show other women exactly how our clothes look on different body shapes and what non-models look like in our clothing.”
Each item of clothing at Amazing Jane is created to build confidence in women and to encourage women to get into the right mindset for being active (which can often be the biggest hurdle) while building confidence in both how they look and their personal safety.
Smart Works Newcastle supports North East women into employment through interview clothing and coaching, giving women the confidence, the self-belief and the practical tools they require to succeed at interview and to start a new chapter of their life.
The specially commissioned leggings named Kirsty (named after the first person who accessed the services) have been designed around the feedback of feelings evoked by Smart Works Newcastle clients and Amazing Jane customers and portray some powerful messages. The collaboration will cumulate in a host of pop-up events across the region to support the #cycleforsmartworks yearly fundraising campaign, with further information to be announced.
Helen Boyd, centre manager at Smart Works Newcastle, said: “At Smart Works Newcastle we love to collaborate with like-minded organisations that share the same values of supporting and empowering women.
“With our Cycle for Smart Works challenge and IWD23 on the horizon we are grateful to the Amazing Jane team for creating such a great product which will raise vital funds for our service and mean we can support even more North East women into employment in 2023.”
Amazing Jane was recently selected as one of just 20 UK businesses to hit a UK Retail Summit Trade Mission to Dubai in March 2023.
As finalists for the Great British Entrepreneur Awards 2022, and with a host of further collaborations in the pipeline and plans in place to launch across Europe, USA and Australia within the next 12-18 months, 2023 is looking promising for the team.
