Marks & Spencer expands brand strategy by onboarding Adidas and Sweaty Betty

Marks & Spencer (M&S) is broadening its brand strategy by joining forces with Adidas and Sweaty Betty, marking a significant step for online growth.

Over 150 products from these two sportswear brands will be introduced on M&S’s dedicated Sports Edit platform in early October.

This strategic move to incorporate third-party brands into its offerings includes upcoming additions like Columbia, Regatta, and Sorel. M&S’s venture into sportswear retail began with its acquisition of a stake in The Sports Edit platform in March 2022.

Nishi Mahajan, the director of third-party brands at M&S, views the expansion of sportswear ranges as a crucial means of aligning with customers’ lifestyles.

This initiative follows M&S’s launch of ‘Brands at M&S’ program in March 2021.This strategy has played a pivotal role in redefining M&S’s fashion image, making it more appealing to younger shoppers.