Goodmove. Activewear that performs

M&S own brand activewear – Goodmove – has genuine performance credentials. The brief was to create a distinct, ownable brand aesthetic that felt performance, yet inclusive and relevant for the M&S customer. We cast for a genuine love of movement; dancers, runners, yogis and martial artists. The visual language featured bursts of colour, fresh light and subtle gradients inspired by dawn skies from your morning run or commute to work. This launched across targeted press and digital ads and all owned channels.