Earlier this year, I wrote about how SET Active could leverage paid social strategy to reach specific audiences (Ready, SET, Target!). That post focused on audience targeting and paid growth. This time, I’m revisiting the brand through a different lens – how it handled a sudden product issue with creativity, clarity, and character.
If you missed it, on March 9th, SET began teasing a new drop on Instagram, but it wasn’t your typical polished preview. Instead, they posted images of a burnt piece of toast, a shattered iPhone, and a spilled matcha, all captioned with a simple, cheeky “ooops.” At first glance, the posts looked like abstract lifestyle visuals or even an April Fools teaser. But 24 hours later, the brand came clean in a refreshingly transparent way.
“That’s real life. And in the spirit of keeping it real, we’re gonna own our ‘oops.’”
SET revealed that an upcoming Sportbody collection had a sizing issue: some styles were running a full size too small due to a late-discovered production error. Instead of hiding the mishap or delaying the launch, the team leaned into their mistake, renaming the release “Bloopers”, offering a discount across the entire collection, and clearly communicating the sizing discrepancies.
Owning the Oops
SET’s transparency could have been a gamble, but it paid off in the best way possible. In a moment that could’ve caused brand backlash or shaken consumer trust, they led with honesty, humor, and humility – an approach that resonated across their loyal community.
From a brand communications standpoint, this was a textbook example of proactive reputation management. Rather than let customers discover the sizing issue post-purchase, they acknowledged the problem first, framed it authentically, and offered a tangible benefit to their audience.
As Ronn Torossian, founder of PR agency 5W Public Relations, writes in his Medium article, Crisis PR Done Well in 2025: Navigating the Era of Transparency and Accountability, “Transparency is key. Whether the crisis is a data breach, a product failure, or an ethical violation, the company must provide stakeholders with the necessary facts as soon as they are available, without hiding key details.”
SET followed this principle to a T, offering facts quickly, avoiding spin, and ultimately strengthening their relationship with customers in the process.
What Could’ve Gone Wrong?
If SET hadn’t acted quickly and creatively, the situation could have easily snowballed. Think:
- Frustrated customers dealing with unexpected sizing
- A flood of support tickets and returns
- Critical comments on social media
- A hit to brand perception and retention
Even the strongest brands aren’t immune to production mishaps, but the difference lies in how they respond. By being the first to admit the error and framing it within their existing voice and aesthetic, SET maintained control of the narrative and protected their brand equity.
Lessons for Other Brands
There’s a reason this moment resonated so widely – it felt real. And for any brand, especially in the social space, this situation is a reminder that:
- Transparency earns trust. Customers don’t expect perfection, but they do expect honesty.
- Tone matters. SET used visuals and captions that aligned with their voice, turning a potential mess into something memorable.
- Speed is everything. In the age of real-time marketing, a fast, thoughtful response can mean the difference between backlash and brand loyalty.
- Every mishap is a chance to connect. When done right, even mistakes can be transformed into moments of engagement, humor, and goodwill.
SET didn’t just launch a product – they launched a masterclass in messaging. And in a space as fast-moving and consumer-facing as social media, that kind of agility is essential. As Torossian notes, “In 2025, and beyond, companies that prioritize these values will not only survive crises but emerge stronger and more trusted by their stakeholders.”
SET didn’t just survive – they turned a potential setback into a selling point.
Works Cited
Torossian, R. (2025, February 17). Crisis PR done well in 2025: Navigating the era of transparency and accountability. Medium. https://ronntorossian.medium.com/crisis-pr-done-well-in-2025-navigating-the-era-of-transparency-and-accountability-e76d5a8733dd#:~:text=Transparency%20about%20the%20steps%20taken,the%20crisis%20stronger%20than%20before.
Hana Lataille 
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