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EDITIONS
Wednesday, 5 June, 2002, 15:18 GMT 16:18 UK
Olympic hero sells sports brand
Great North Run
Mr Foster's company is behind the Great North Run
Former Tyneside Olympic medal winner Brendan Foster has sold his sportswear brand, View From, to Marks & Spencer (M&S) for an estimated 2m.

The deal will see M&S sell the brand exclusively in its stores from 2 September.

Mr Foster, who won a bronze medal in the 1973 Olympic games, said his company, Nova International, will now concentrate on developing sporting events like the Great North Run.

The View From brand has been linked with British record-breakers Colin Jackson, Sally Gunnell and Gateshead's Jonathan Edwards.

Brendan Foster
Brendan Foster: Delighted at sale

M&S says the sportswear will also be used by Olympic rowing gold medallist Matthew Pinsent, sailor Ellen MacArthur, ballerina Darcey Bussell, cricketer Darren Gough and ski racer Chemmy Alcott.

Mr Foster said: "View From is a strong niche brand in the running market that has built a good reputation in the last decade.

"We have always wanted it to become a leading performance sportswear brand and the acquisition by Marks & Spencer should allow just that to happen."

A spokesman for M&S said: "Our customers currently spend 1bn with our competitors on sportswear because until now we have given them no alternative."

More energy

Mr Foster, a former managing director of Nike UK, and who brought international athletics to the Gateshead Stadium, said: "We are proud of the events we stage.

"With the number of top sporting events we are now involved in, we will be able to concentrate even more energy into what is an exciting, expanding, but tough market.

"A major strategy for the future will be the rebranding of our running programme to deliver one of the world's biggest running and fitness initiatives."

The View From range is currently sold in 400 specialist stores in the UK.

Mr Foster started the brand in 1990 and took the name from his attempt to look at developing sporting events other than the Great North Run.


Click here to go to Tyne
See also:

11 Sep 01 | Athletics
07 Sep 01 | TV and Radio
12 Apr 01 | London Marathon
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