Re-interpretations are never simple. They involve rights clearance, lyric rewrites, new recordings and talent alignment; all while carrying the weight of a cultural movement.

When This Girl Can, TGC Collective’s long-standing campaign focused on championing the fitness journeys of all women from all backgrounds, approached MassiveMusic, we knew this was a special assignment. The brief wasn’t just to update a track, but to help redefine what getting active looks and feels like.

Challenge

From overseeing rights clearance, music production and supervision, our role was to navigate complexity and deliver a track true to the campaign’s spirit. The challenge was to reimagine BodyRockers’ “I Like the Way” to “We Like the Way You Move” as a re-interpretation built to inspire women everywhere to move without fear of judgement, comparison or expectation.

This wasn’t about nostalgia or remix culture. It was about ownership, representation and creating an anthem that felt collective, empowering and current to the women of today.

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Approach

Sport England’s research highlights a persistent gap in activity levels among women from lower social economic backgrounds, including women from South Asian Muslim and Black communities, women aged 55-74, pregnant women and mothers with babies under one. Additional research by the TGC Collective revealed that only one in ten women feel they completely belong in the world of physical activity.

In the campaign, street-cast women from across England are seen celebrating the many ways they already move their body in their daily lives before pivoting to more intentional forms of exercise. Walks, family bike rides, pregnancy yoga and even using free outdoor park gyms, music played a central role in bringing these moments to life.

By reimagining BodyRockers’ iconic track ‘I Like the Way’, reworked into ‘We Like the Way You Move’ with an all-female creative force.

The track was created by award-winning composer Amy McKnight, vocals from rising UK artist Morgan, songwriter Kimberly Sutherland AKA LANTA, female engineers and producers, all under the direction of Priya Ahluwalia, we are embraced with a sound that smashes stereotypes and spreads joy that seamlessly aligns with the values of the This Girl Can movement.

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Solution

The result was more than a re-interpretation. It was a music-led statement of inclusion.

By placing an all-female creative team at the heart of the process, the music itself embodied the message of the campaign. Used across film, social and digital channels, the music helped shift the tone of the campaign from instruction to invitation.

This campaign is an honest, authentic and celebratory tribute to women that breaks down barriers and inspires them to live more active lives in ways that work for them.

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