FORMER Olympic athlete Brendan Foster has sold his sportswear brand, View From, to retailer Marks and Spencer.

As part of the deal M&S will sell the brand exclusively in its stores from September 2.

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

The group said the brand had 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 and 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 and 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."

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 now plans to concentrate on his sports marketing company Nova International.