M&S adds Adidas and Sweaty Betty to sports platform

Marks and Spencer has announced it will welcome Adidas and Sweaty Betty to its ‘The Sports Edit on M&S’ platform as the retailer continues to bolster its sportswear offer as part of its ‘Brands at M&S’ strategy. The launch of Adidas and Sweaty Betty will see the addition of an “extensive mix” of women’s sportswear products to M&S.com from September. The range features performance footwear including Adidas’ Adizero and Ultraboost, alongside athleisure and fitness apparel including Sweaty Betty’s Zero Gravity range. Following the strategic investment in The Sports Edit last year, in February, M&S launched a dedicated sportswear platform on M&S.com offering customers curation-led product inspiration plus wellness content and in-depth advice. Adidas and Sweaty Betty will bring the total number of third-party sportswear brands available on M&S.com to 18 and sit alongside HOKA, Girlfriend Collective, and ASICS– as well as M&S’ activewear brand Goodmove. Going into battle on Sportswear Nishi Mahajan, director of Third-Party Brands at M&S, said: “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.” 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.”