Zumba Wants You To Ignore Resolution Pollution With “say It. Believe It.” Campaign

Hinton Magazine

Jan 17

In Partnership with Redfoo of LMFAO, This Fresh Spin on Sexy and I Know It Launches for New Year 2025

Zumba®, the global dance-fitness phenomenon, is kicking off the New Year with a bold campaign that’s redefining the fitness conversation. The “Say It. Believe It.” campaign is anchored with the song “Sexy and I Know It” and naturally features LMFAO frontman and chart-topping artist Redfoo, inspiring people to embrace their inner confidence and sexiness, however they define it.

“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.”

Redfoo, known for his electric energy and unapologetic personality, echoes this sentiment.

“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?”

“Say It. Believe It.” officially launches this January with TV and Digital ads that will run globally, as well as social media activations that will run from the beginning of the year through to the end of March. Zumba invites everyone, regardless of fitness level, to step into the New Year feeling empowered and ready to have fun. Because at the end of the day, fitness should be as much about smiling as it is about sweating.