Marks & Spencer has appointed former England footballer Alex Scott as its inaugural activewear ambassador.
- The announcement aligns with the upcoming UEFA Euro 2024 and Paris Olympics events.
- Alex Scott expressed her excitement on social media about the role and upcoming collaborations.
- M&S has been significantly investing in its sportswear line, identifying it as a key growth area.
- The retailer has expanded its range by partnering with popular sports brands like Adidas, Puma, and Reebok.
Marks & Spencer, a leading UK retailer, has announced the appointment of former England footballer and sports presenter Alex Scott as their first-ever ambassador for activewear. This strategic move is timed with major sporting events, including the UEFA Euro 2024 and the Paris Olympics, aiming to boost the brand’s presence in the competitive sportswear market.
Alex Scott shared her enthusiasm on Instagram, stating, ‘I’m so excited to be announced as Marks and Spencer’s activewear ambassador – what a moment. Could not be happier. Really excited for you to see what’s to come with this iconic British brand.’ This signals her commitment to the brand and the new role she will undertake.
M&S has been progressively enhancing its sportswear offerings, recognising it as a ‘key growth category’ within the market. In 2022, M&S made a strategic investment in the fast-growing platform The Sports Edit, which was later launched on their online site. This platform has been pivotal in attracting third-party brands to M&S, such as Adidas and Sweaty Betty, with further additions like Puma and Reebok enhancing the retailer’s activewear portfolio in early 2023.
The timing of Alex Scott’s appointment coincides with high-profile international sporting events, potentially providing M&S with enhanced visibility and an opportunity to resonate with a broader audience. The collaboration is expected to not only promote the brand’s activewear range but also solidify its position in the sportswear sector as a reputable and dynamic player.
Alex Scott’s appointment as the activewear ambassador strategically positions Marks & Spencer within the growing sportswear market ahead of significant sporting events.
