Marks & Spencer enhances sports offer with adidas and Sweaty Betty
Marks & Spencer has enhanced its third party brand sports offer with the arrival of adidas and Sweaty Betty to The Sports Edit platform on M&S.com.
The move follows the retailer's strategic investment in The Sports Edit in 2022 and the new arrivals will join HOKA, Girlfriend Collective, and ASICS, as well as M&S’ activewear brand Goodmove, on the platform. The total number of sports brands now on offer has reached 18.
Sweaty Betty’s renowned Zero Gravity range its award-winning Power leggings make up part of the offer along with performance footwear from adidas including running favourites the Adizero and Ultraboost.
Nishi Mahajan, Director of Third-Party Brands at Marks & Spencer commented: “Earlier this year we launched a dedicated sportswear hub through The Sports Edit on M&S.com – home to our own brand Goodmove, as well as a selection of carefully curated third-party brand partners. As we continue to grow market share and build credibility in sportswear, we’re delighted to be welcoming adidas and Sweaty Betty to the platform as part of our wider ‘Brands at M&S’ strategy. From specialist performance footwear to stylish athleisure, M&S has something to cater for every energy level. This is just one of the way’s we’re continuing to become more relevant to our customers lifestyles.”
Adidas at The Sports Edit on M&S.com
Nick Paulson-Ellis, Founder and CEO of The Sports Edit added: “It’s been over six months since we launched The Sports Edit on M&S.com and during this time we’ve got to know the M&S customer – what they desire, but more importantly, what they require. Our carefully curated edit of sportswear partners now includes they very best product from adidas – one of the largest sportswear brands in the world – as well as Sweaty Betty, a British heritage brand we know our customers love. We’re so excited to see the response from customers this season.”
The sportswear market is estimated to be worth over £4billion and is expected to continue to grow by 6% between 2023 and 2028 according to a Fortune Business Insights report.
M&S says that the growing awareness and participation of women in sport has been fuelling demand for sportswear; during the FIFA Women’s World Cup in August searches for sportswear on M&S.com increase by +39% with searches for ‘football’ trebling. Furthermore, the latest insight from M&S’ Family Matters Index highlights that women are increasingly keen to prioritise their physical health and live more healthy lifestyles, therefore M&S is responding to the increased demand online.
The Sports Edit is part of the wider ‘Brands at M&S' strategy; the online platform has now grown to over 50 third-party brands with sales more than doubled to over £70m, representing 4.1% of total Clothing & Home sales.
Timeline of Sportswear at M&S
January 2020 – M&S launched activewear collection, Goodmove
March 2021 – ‘Brands at M&S’ officially launched introducing several clothing brands to M&S.com
March 2022 – M&S invested in The Sports Edit as part of Brands at M&S strategy
February 2023 – The Sports Edit launched on M&S.com welcoming 13 global sportswear brands including Girlfriend Collective, HOKA, ASICS and VEJA
