Marks and Spencer has appointed Alex Scott as its first activewear ambassador, marking a significant step for the brand.
- The announcement aligns with the UEFA Euro tournament and Paris Olympics, underlining M&S’s commitment to sportswear.
- Scott, a former England footballer and current sports presenter, expressed her enthusiasm on social media.
- M&S has been enhancing its sportswear line, identifying it as a key growth area for the company.
- The brand has partnered with various sportswear labels through its platform, The Sports Edit.
Marks and Spencer has made a strategic move by appointing Alex Scott as its first activewear ambassador. This decision comes just before the UEFA Euro 2024, which starts on 14 June, and the Paris Olympics, commencing on 26 July. The timing of this announcement indicates M&S’s intention to strengthen its presence in the sportswear sector, especially during major sporting events.
Scott, a former England footballer and well-known sports presenter, shared her excitement via Instagram. She described the opportunity to work with M&S as a ‘moment’ she was eagerly anticipating, expressing her belief in the iconic British brand.
M&S has been significantly investing in its sportswear offerings. Recognised as a key growth category, the brand made a notable investment in The Sports Edit in 2022, a fast-growing sports platform. By 2023, M&S had integrated the platform into its online offerings, expanding its sportswear range with brands like Adidas and Sweaty Betty, and more recently with Puma and Reebok.
This initiative reflects M&S’s broader strategy to appeal to sports enthusiasts and consumers looking for quality activewear options. The collaboration with Alex Scott is expected to enhance their brand visibility and engagement within the sports community.
Alex Scott’s appointment as activewear ambassador is a timely and strategic move by Marks and Spencer to boost its presence in the sportswear market.
