From Product to Purpose: How SCULP Built Their Brand a Community
- Helene Falkoff
- Jun 24
- 3 min read
Updated: Jun 27
SCULP Activewear began with the simple goal of making women feel confident, comfortable, and stylish in their everyday movement. But it didn’t stop there. What started as activewear quickly became a catalyst for connection. A movement powered by women, for women. At its core, SCULP is more than a brand. It’s a community where authenticity thrives, and the marketing doesn’t feel like marketing at all. It feels like being seen. Like belonging to something bigger. Like living the life you aspire to lead, alongside others who get it.
From the beginning, co-founder Aisha Abdulaziz made a conscious effort to build the brand around people, not campaigns.
“It’s not about flashy campaigns or mass exposure,” she explains. “It’s about trust, relatability, and the everyday moments where our pieces are worn and loved. The women we collaborate with are not just influencers. They’re part of SCULP’s story and mission.”
Photo Courtesy to @sculpwear
So why influencer marketing in the first place?
Because SCULP has always been driven by community. Influencers have played a pivotal role in shaping SCULP’s identity by telling a story with people, not just selling a product. Their strategy has never focused on reaching the biggest audience. It’s been about reaching the right one, women who live the SCULP lifestyle.
Women who care about how they feel in their clothing. Women who understand that confidence isn’t about perfection, but about connection with the people around them. That’s why
“from the beginning, we wanted women to see themselves reflected in every campaign, drop, and conversation,” Abdulaziz shares. “That meant choosing collaborators who could speak to their own communities in a voice that was real and grounded.”“We’ve always believed that the most powerful marketing comes from real people sharing real experiences.”Real experiences turn into real partnerships. At SCULP, influencer relationships are never transactional. They are intentional. “We’re incredibly selective with who we work with, not based on metrics, but on alignment,” Abdulaziz says. Instead of chasing follower counts or trends, SCULP focuses on women who genuinely connect with its mission and lifestyle. This strategy pays off. Many of SCULP’s collaborators have grown into true friends of the brand. They contribute to product feedback sessions, co-create content, and play a meaningful role in the brand’s evolution.
“That ongoing dialogue is so valuable,” Abdulaziz adds. Gathering honest feedback from collaborators helps keep the brand grounded and responsive to the needs of its community when shaping new projects.
While digital influencer marketing plays an essential role for SCULP, the brand never underestimates the power of in-person connection. Events and thoughtful product gifting are key to bringing the community together. These practices are more than promotional. They’re intentional moments that connect SCULP’s products to real routines and real lives.
“Whether it’s an intimate workout class, a curated pop-up, or a thoughtful PR box, we treat each touchpoint as a chance to create a real experience. We don’t just gift for visibility. We gift to build relationships. The packaging, the note, the context—it’s all intentional. It’s our way of saying: you matter to this brand.”These genuine moments leave a lasting impression. They elevate SCULP in the eyes of its community not because of hype, but because of heart behind the product. Any brand can send clothes, ask for feedback, or host an event. What sets SCULP apart is its realness. Without authentic relationships and a true purpose behind the products, the SCULP community wouldn’t be what it is today.
With a blend of thoughtful influencer marketing and meaningful intention behind everything they do, SCULP has built something that goes far beyond activewear. As founder Aisha Abdulaziz puts it:
“We’re not trying to be the loudest brand in the room. We just want to be the most meaningful.”Sources:
