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


Goodmove was launched two years ago following increased consumer focus on health and wellbeing, as well as the rise of remote working.

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.

As part of the latest Goodmove campaign, M&S has expanded the range to include products from third-party brands.

Items from WatchShop and swimwear giant 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.

The sale of external brands forms a key part of M&S’ strategy to boost its online business, following the creation of the MS2 division in 2020, which gives the retailer licence to act as a pureplay.

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.”