M&S has announced deals to stock Adidas and Sweaty Betty on its dedicated sportswear website as part of a wider brand strategy.

The company said that it will sell the brands under The Sports Edit banner on its M&S platform from early October. M&S invested in The Sports Edit as part of Brands at M&S strategy in March 2022, with the website offering customers "curation-led product inspiration plus wellness content and in-depth advice". The Sports Edit would subsequently launch on M&S.com in February 2023.

This announcement 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 – along with M&S’ activewear brand Goodmove.

Nishi Mahajan, director of Third-Party Brands at M&S commented: “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.”

Nick Paulson-Ellis, founder and chief executive officer 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.”

Citing statistics from a Fortune Business Insights Report, M&S said that the sportswear market is estimated to be worth over £4 billion and is expected to grow by six per cent between 2023 and 2028. The Sports Edit forms part of the supermarket's wider 'Brands at M&S' strategy, with sales under this banned more than doubling to £70 million and representing 4.1 per cent of total Clothing & Home sales.

M&S also announced that it will offer outerwear brands Columbia, Regatta and Sorel ‘this season’.

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