social object: "sweaty betty"

‘Easy to relay, even after a couple of drinks’ – Love That!

There is a beer called “Sweaty Betty”, too.
http://www.boulderbeer.com/NewsApril05.htm#Betty

Well, I’m a sweaty betty customer and fan. In fact, when I found them (by chance) I went and raved to several fellow cyclists. I went in because it looked fun instead of hardcore, I left with a bag because it WORKS. The clothes actually fit normal women (the skinny ones too), are made well, and hold up to real activity. You say it’s high end, but I consider it more fit for purpose. It wasn’t more expensive than any of my other cycling gear brands.
And there you go. I’m commenting on a blog about it. The social object is working. 😉 (and it reminds me that I need more of their socks)

You probably already know this, but there used to be a chip shop near Leeds University called sweaty betty’s … in the seventies I remember it. Mind you, there was probably one in every town.

I know that shop. I always walk past it. There’s another one that I really like in Soho:
http://theworldofm.wordpress.com/2008/02/25/ye-olde-sweet-shoppe/

Dunno about the nipples, but the “a” and “d” of adidas on the poster “surround” the boobs for sure 😛
Very straight-forward brand name to use which easily conveys the product range. Awesome!

Coincidentally I came here after reading about momofuku ko, the NYC restaurant with only 12 seats where people go nuts trying to get an online reservation. It also has buzz.
But in the case of the restaurant, and it sounds like this store as well, the store/item in question has a high level of core quality.
If you have the quality, you can do the social object. But I think a lot of people these days are trying to bypass the long, hard road to creating high quality, in favor of just doing some cool new marketing trick.
You gotta have the quality first, and that is the part that takes years of sweat (which is why most people don’t want to do it). After that you can probably throw practically any social object, or none at all.
If Sweaty Betty’s workout clothes were bad, it would fail despite the name. If they’re really good, you could put any crazy thing in there (Velvet Frog workout clothes! The store with that gives you a velvet frog with every purchase!) and get the buzz.
Hugh proves the point. The man making social objects has cool cartoons to support it (skill developed over years).

Even though I’m not a) female, or b) a gym fan, I still like this brand. Despite the connotations of the name, it just works.
On a more important note, which branch is this? If it’s the one I’m thinking of I’m wondering if the watering hole you mean is 2 Floors?