It was released on 6 April 2014 as the fifth and final single from their fourth studio album Living for the Weekend (2013).

The song was written by Antonio Egizii, Celetia Martin, David Musumeci, Carl Ryden and Carla Marie Williams, and produced by Ryden.

The music video marked Frankie Sandford's official return to the group, after taking time off in 2013 to have her first child.

[2] On 1 February, in another "Flip", Frankie Sandford announced that "Not Giving Up" would be the next single released from Living for the Weekend.

called the song "one of the strongest singles of their up-and-down career" describing it as "contemporary dancefloor-friendly fare with a trance-pop sugar rush.