Global dance fitness leader Zumba is revolutionizing standard New Year resolutions in favor of one that is bold and reminds fitness consumers that they are sexy — and should know it.
Aptly titled “Say It. Believe It,” the new campaign is headlined by Redfoo of LMFAO and the music group’s hit song, “Sexy and I Know It.” A :30 spot can be viewed here, which captures Zumba’s colorful, fun and inclusive ethos.
“New Year’s resolutions often feel heavy with pressure to change or conform, and that’s just not our vibe,” Zumba Fitness chief marketing officer Carolina Morales said. “With ‘Say It. Believe It.’ we wanted to create a campaign that’s all about celebrating confidence and self-expression. Partnering with Redfoo was a no-brainer—his infectious personality, love for fun, and the undeniable confidence of ‘Sexy and I Know It’ make him the perfect fit to remind people to embrace their sexy, just as they are.”
Redfoo noted that the sexiest thing anyone can do is be themselves and shared that he’s excited to team with Zumba for its fresh 2025 campaign.
“Zumba is all about bringing more happiness to the world, and that’s a mission I can get behind,” he said. “Plus, dancing in a Zumba class is just pure fun—you’re sweating, you’re smiling and you’re feeling yourself. What’s better than that?”
The “Say It. Believe It.” global campaign kicks off this month on TV and digital channels, including social media.
The dance fitness brand partnered with corporate wellness leader Wellhub last year, reaching new consumers with their fun workouts.
