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M&S expands own-brand activewear with new January campaign

Sophie Smith
30 December 2021

Marks & Spencer has launched the SS22 collection of its sportswear brand Goodmove with a new January campaign.

The Goodmove range, supported by guest brand Speedo, features new innovations including front adjusting sports bras.

The campaign will run throughout January, aimed at captivating consumers health and wellness mindset. This is supported by M&S Family Matters data, which indicated that customers are planning important lifestyle changes in early 2022. It found that 64% of people said they would like to take their health more seriously than before and 63% said they would do more exercise.

Launched in 2020 by M&S, Goodmove was driven by an increased focus on health and wellbeing, a switch towards more casual fashion and the rise of home working due to the pandemic.

Goodmove has grown to be its biggest in-house brand and offers 275 products across womenswear, menswear and kidswear. The retailer sells 1.6 million Goodmove items annually, with activewear now a key strategic focus for M&S.

Richard Price, MD of Clothing & Home at M&S, said: Shaping the future of M&S clothing means continuing to maximise the strength of our own brand product: consistently focusing on everyday style & value, heroing product categories that matter most to our customers and developing our unique in-house brands.

"Goodmove is our biggest own brand, a credible competitor in the growing activewear market and a truly relevant offer for our customers. With health and wellness more important than ever for our customers, we’re starting 2022 with a bold campaign for Goodmove that highlights both the trusted value of the product and the important innovations within the range.”

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