January 2025 in Marketing: TikTok's US Comeback, Sweaty Betty's Global Push, and Google's AI Leap
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TikTok in the USA – Yes, It’s Back, Back Again… But for How Long?
The US TikTok drama has been dominating headlines. The situation is as confusing as ever: Shortly after being banned, TikTok restored its service in the United States. However, it is still officially banned under a law passed last year addressing concerns over its control by "foreign adversaries." The ban currently only applies to new downloads of the app, while those who already have TikTok installed can continue using it—for now.
In the latest update, President-elect Trump reassured TikTok users, expressing confidence that TikTok can become at least 50% US -owned, aligning with the requirements of the original legislation.
Sweaty Betty Launches First Global Campaign, #DontSweatIt
Sweaty Betty has kicked off the year with its first-ever global campaign, #DontSweatIt, under the tagline "Fitness that fits you." Following a challenging 2024, which saw a 3.8% decline in the UK fashion sector (according to UK Retail Association, IMRG) and a pre-tax loss of £13.4m, the activewear brand is doubling down on its mission to empower women, particularly those aged 35 to 50.
The campaign reflects Sweaty Betty's efforts to unify its key markets, including the UK, US, New Zealand, Australia, and Europe, despite differing growth stages across regions. Speaking to Marketing Week, CMO Kerry Williams highlighted the importance of winning back core UK audiences through a sharper focus on customer understanding as part of a broader rebranding strategy. With the retail market showing signs of optimism in 2025, time will tell if Sweaty Betty’s renewed approach pays off.
Google Introduces New Generative AI Tools for Retailers
More positive news for retailers this month: At the 2025 National Retail Federation (NRF) n New York, Google announced the launch of advanced generative AI tools designed to transform retail operations and boost customer engagement.
Through Agentspace, Google’s platform for creating custom bots, retailers can now deploy AI-powered agents that personalise customer interactions with tailored product recommendations, real-time query responses, and guided shopping experiences. These tools also optimise backend operations by automating inventory management, customer service, and loss prevention.
With the UK retail market seeing four consecutive months of growth for the first time in years, the timing seems ideal for retailers to assess their tools and embrace innovation.
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