UK-based multinational retailer Marks & Spencer (M&S) has broadened its brand strategy by partnering with sportswear giants adidas and Sweaty Betty.

The retailer added the two brands to its ‘The Sports Edit on M&S’ platform.

From early next month, adidas and Sweaty Betty will be available on M&

Products offered will include performance footwear such as adidas’ running favourites, the Adizero and Ultraboost, as well as athleisure and fitness apparel such as Sweaty Betty’s Zero Gravity range and others.

The induction of adidas and Sweaty Betty comes after M&S launched a dedicated sportswear platform on M& in February this year.

The addition of the two new brands brings the total number of third-party sportswear brands available on M& to 18.

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The platform will also welcome outerwear brands Columbia, Regatta and Sorel this season.

M&S third-party brands director Nishi Mahajan said: “Earlier this year, we launched a dedicated sportswear hub through The Sports Edit on M& – home to our own brand Goodmove, as well as a selection of carefully curated third-party brand partners.

“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.

“From specialist performance footwear to stylish athleisure, M&S has something to cater for every energy level. This is just one of the way’s we’re continuing to become more relevant to our customers lifestyles.”

Earlier this month, M&S partnered with cosmetic company Estée Lauder Fragrance as it expands its third-party beauty offerings.