George at Asda taps Ashley Roberts to front activewear push
George at Asda has unveiled Ashley Roberts as the new face of its Gym Locker activewear collection - a move that underscores the supermarket retailer’s ambition to blur the lines between fashion credibility, functionality and price.
Gym Locker positions itself as a value-led alternative, offering technical features typically associated with higher-end labels, but at entry-level price points. Built around the idea of “performance without compromise”, the collection is designed to work both in and out of the gym.
At the core of the range is a trio of proprietary fabric technologies - So Skin, So Power and So Sculpt - which focus on stretch, support and comfort. Moisture-wicking and breathable materials are engineered to handle everything from yoga and pilates to strength training and high-impact sessions, while remaining lightweight and durable. Squat-proof construction and full opacity also address one of the most common consumer concerns in activewear, reinforcing trust in the product at an accessible price point.
Ashley Roberts said: "I’m all about comfort and being able to move freely without compromising on function or style - and the Gym Locker range delivers exactly that. It gives me the support I need for my workouts, and the split-hem leggings are a real favourite of mine. They’re so versatile."
Inclusivity remains central to the offer, with the range designed to support all fitness levels, ages and body types. Sizes run from XS to XXL across womenswear and menswear. As for pricepoint, womenswear crop tops start at £12, while men’s t-shirts are priced from £7.
The Ashley Roberts partnership also sits within a broader brand refresh for George at Asda. Earlier this year, Asda teamed up with Spice Girls member Mel B to launch its first standalone George concept store at Crown Point Retail Park in Leeds - a test case for the brand’s bricks-and-mortar strategy.
This was followed by a second standalone store at Anlaby Retail Park in Hull on 31 October.
