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FP Movement’s Courtney Wartman Weis on Growing From Free People Sub-Brand to Global Activewear Powerhouse

Earned: Unlocking the Power of the Creator Economy

Release Date: 07/30/2025

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In Episode 179 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Courtney Wartman Weis, managing director of brand marketing at FP Movement, to explore how the activewear label is scaling purposefully in today’s creator-driven landscape. Courtney shares how FP Movement evolved from a sub-brand of Free People into a global community-led brand of its own—and reveals how the pandemic-era shift to athleisure created new momentum. From launching Run Day and the Moving Together activity series to building a thoughtfully curated ambassador program (featuring top tennis athletes like Sloane Stephens, Sofia Kenin, and Danielle Collins), FP Movement is doubling down on creator and athlete partnerships to fuel impressive brand growth. Tune in to hear the brand’s plans for international expansion—with new stores launching in London and Paris, and eyes set on Asia and Australia—and learn how creators have continued to drive engagement and brand awareness across 55+ locations since 2020. Whether you're building a creator strategy or scaling a brand globally, this episode offers a front-row seat to what it takes to lead with authenticity and impact.

In this episode, you’ll learn:

  1. How FP Movement built its community by working closely with creators who help represent the brand's identity and expand its reach.

  2. What it took to grow from one store to dozens, and how a clear but flexible strategy helped the brand navigate major shifts, including the pandemic.

  3. Why content, consistency, and creator partnerships are central to FP Movement’s marketing and how each plays a role in building trust with customers.


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