Marks & Spencer’s M&S | The Sports Edit is adding Adidas, Columbia, Sweaty Betty, Regatta, and Sorel to its dedicated sportswear platform on M&S.com as part of its continued push into the sportswear category.
In February 2022, M&S made a “strategic investment” in The Sports Edit online platform in a deal that will eventually give it 100 percent ownership. Following the investment, M&S launched a dedicated sportswear platform on M&S.com that includes wellness content and advice.
Adidas and Sweaty Betty will bring the total number of third-party sportswear brands available on M&S.com to 18, with other brands including Nike, Hoka, On, Vuori, Alo Yoga, Girlfriend Collective, and Asics. The platform also features M&S’ in-house women’s activewear brand Goodmove.
M&S said women’s growing awareness and participation in sports has fueled demand for sportswear at the U.K.-based department store chain. It noted that during the FIFA Women’s World Cup in August, searches for sportswear on M&S.com “increased by 39 percent,” with searches for ‘football’ expanding triple digits. M&S also noted that the latest insight from M&S’ Family Matters Index highlighted that women “are increasingly keen to prioritize their physical health and live more healthy lifestyles.”
Nishi Mahajan, director of third-party brands at M&S, 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 to every energy level. This is just one of the ways we’re continuing to become more relevant to our customers lifestyles.”
Nick Paulson-Ellis, founder and CEO of The Sports Edit, commented: “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 the 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.”
Photo courtesy M&S | The Sports Edit
