Zumba launches ‘Say It. Believe It.’ ad

Zumba has launched a new campaign aimed at reshaping the fitness conversation.

Titled “Say It. Believe It.”, the campaign inspires people to embrace their unique confidence and self-expression through dance and music.

Featuring the chart-topping hit “Sexy and I Know It” and its original artist, LMFAO frontman Redfoo, the initiative promises to bring joy and empowerment to fitness enthusiasts worldwide.

The campaign officially launches this January with global TV and digital advertisements, as well as social media activations running through March.

“New Year’s resolutions often feel heavy with pressure to change or conform, and that’s just not our vibe,” said Carolina Morales, Chief Marketing Officer of Zumba.

“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.”

“To me, the sexiest thing anyone can be is themselves,” said Redfoo.

“That’s why I’m so excited to team up with Zumba for this campaign. Zumba is all about bringing more happiness to the world, and that’s a mission I can get behind. 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?”