Alex Scott becomes the first activewear ambassador for Marks and Spencer.
- The appointment coincides with the UEFA Euro 2024 and the upcoming Paris Olympics.
- Scott, a former England footballer, shares her excitement on social media.
- Marks and Spencer aims to expand its sportswear segment significantly.
- The retailer has been strategically enhancing its sportswear offerings.
Marks and Spencer has made a significant move by naming former England footballer and current sports presenter Alex Scott as its inaugural activewear ambassador. This strategic appointment is aptly timed just ahead of major sporting events such as the UEFA European Championship 2024 and the Paris Olympics, both of which are expected to draw significant attention and highlight sporting excellence on a global stage.
In a statement on Instagram, Scott expressed her enthusiasm 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.’ Her appointment reflects more than just personal enthusiasm; it marks a pivotal moment in Marks and Spencer’s ambition to establish a more substantial footprint in the sportswear market.
The high street retailer has been proactively investing in its sportswear range, identifying it as a ‘key growth category.’ In 2022, Marks and Spencer made a strategic investment in the rapidly expanding sports platform, The Sports Edit, subsequently launching it on their online platform a year later. This venture has seen a successful expansion with the addition of renowned brands like Adidas and Sweaty Betty in September 2023, followed by Puma and Reebok in February.
Such strategic alliances showcase the company’s commitment to enhancing its sportswear offerings, aiming to cater to a broader audience. With Scott at the helm as ambassador, Marks and Spencer is poised to leverage her sporting prowess and popularity to further drive growth and visibility in this segment.
Alex Scott’s appointment as Marks and Spencer’s activewear ambassador represents a strategic step in enhancing its sportswear presence.
