M&S links with TV sports presenter Alex Scott

M&S has appointed its first ambassador for sportswear with Alex Scott taking up the role to spearhead the retailer’s push to widen its sports/fitness appeal.

The TV sports presenter and former England and Arsenal footballer takes up the job of Activewear Ambassador just ahead of the start of football’s Euro Championships starting on Friday, with Scott set to be part of the BBC coverage team.

She announced her appointment on social media, calling it a “dream moment… M&S is such an iconic British brand, and I couldn’t be happier to be joining the team.”

Sportswear continues to be a growing area for the ever-expanding retailer, underpinned by its successful own-brand GoodMove (which launched in January 2020 and became the retailer’s best-selling own brand), alongside its fast-growing third-party strategy.

In February, sportswear giants Puma and Reebok were added to the retailer’s line-up as it continued to bolster its sportswear offer as part of its ‘Brands at M&S’ strategy.

In 2022, M&S acquired a stake in Europe-wide premium activewear site The Sports Edit. It was identified “as a complementary e-commerce platform well positioned in the growing activewear market due to its highly engaged customer base”.