M&S expands sportswear brand Goodmove as activewear sales soar

Marks & Spencer is set to launch a new campaign focusing on its Goodmove brand as activewear sales accelerated over the pandemic. 
"With health and wellness more important than ever for our customers, we’re starting 2022 with a bold campaign for Goodmove..."
// Marks & Spencer launches the spring/summer 22 collection of its sportswear brand, Goodmove
// Goodmove has grown to become M&S’ biggest in-house brand, with the retailer now selling 1.6 million items of the activewear brand annually

Marks & Spencer is set to launch a new campaign focusing on its Goodmove brand as sales of its activewear products accelerated over the pandemic.

New products will include a front-adjusting sports bra that will retail at £28. M&S will also stock women’s padded reflective running jackets and orange men’s anoraks. Both will retail at £55.

Items from WatchShop and Speedo will be sold alongside the Goodmove brand, while M&S customers will now also be able to purchase items from yoga brand Dharma Bums in store and online.


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M&S’s Goodmove range launched in January 2020, and expanded into men’s and children’s wear in January this year.

It has grown to become Marks & Spencer’s biggest in-house brand, with the retailer now selling 1.6 million items of the activewear brand annually. This includes 5,000 pairs of its ‘Go Move’ leggings a month.

In July the retailer announced that the sportswear range was available across all 254 of its stores as it was previously available in 194 shops.

Managing director of clothing and home Richard Price said: “Shaping the future of M&S Clothing means continuing to maximise the strength of our own-brand product: consistently focusing on everyday style and value, heroing product categories that matter most to our customers and developing our unique in-house brands.

“Launched just two years ago, today Goodmove is our biggest own brand, a credible competitor in the growing activewear market and a truly relevant offer for our customers.

“With health and wellness more important than ever for our customers, we’re starting 2022 with a bold campaign for Goodmove that highlights both the trusted value of the product and the important innovations within the range.”

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