Former Olympic athlete Brendan Foster has sold his sportswear brand View From to retailer Marks & Spencer.

The deal will see M&S sell the brand exclusively in its stores from September 2, among product ranges such as gymwear, outdoors clothing, golfing clothes and skiwear.

M&S said the brand would be endorsed and worn by Olympic rowing gold medallist Matthew Pinsent, sailor Ellen MacArthur, England Rugby Union fullback Jason Robinson, ballerina Darcey Bussell, cricketer Darren Gough, ski racer Chemmy Alcott and golfer Stephen Gallacher.

The group said the brand has a long association with British champions, with the last three British athletes to break world records outdoors - Colin Jackson, Sally Gunnell and Jonathan Edwards - doing so wearing View From.

M&S menswear business unit director Maurice Helfgott, who is responsible for the project, said: "Marks & Spencer's customers currently spend £1bn with our competitors on sportswear because until now we have given them no alternative.

"Our new sportswear offer combines Marks & Spencer's traditional strengths and passion for quality, innovation and value for money with View From's authentic sports heritage and our stable of seven of Britain's leading athletes."

View From will be sold in 110 Marks & Spencer stores nationwide. Mr Foster said: "I am really excited that View From now has a real opportunity to realise its full potential, by growing into a major UK performance sportswear brand." Mr Foster, who was formerly managing director of Nike UK, said at present the View From range was currently sold in around 300 to 400 specialist stores in the UK. He started the brand in 1990. He will now concentrate on his sports marketing company Nova International.