Ashley Roberts Leads George at Asda’s New Activewear Collection

George at Asda has unveiled its new activewear collection, Gym Locker, and simultaneously announced celebrity broadcaster Ashley Roberts as the face – and body – of the brand. The partnership leverages Roberts’ passion for both fitness and fashion, aligning perfectly with Gym Locker’s ethos of providing “high-performance, affordable activewear designed for real life,” whether at the gym or beyond.

Launched in October, Gym Locker aims to bridge the gap between performance and style, offering sportswear that doesn’t compromise on either comfort or aesthetics. The collection boasts a sophisticated colour palette of forest green, chocolate, black, and graphite, designed to facilitate both coordinated outfits and effortless mixing and matching.

George at Asda emphasizes that Gym Locker is designed to be inclusive, catering to all fitness levels, ages, and body types. The range is intended to empower individuals throughout their fitness journey, providing support and confidence at every stage. Key items within the collection include the already popular So Skin Legging and the So Power High-Waisted Legging.

The Gym Locker range incorporates three core performance technologies – So Skin, So Power, and So Sculpt – delivering technical features commonly found in higher-priced activewear brands. These technologies include moisture-wicking fabrics to keep wearers dry during intense activity, and breathable designs to promote airflow and maintain comfort.

Ashley Roberts herself has praised the collection, stating, “I’m all about comfort and being able to move freely without compromising on function or style – and the Gym Locker range delivers exactly that. It gives me the support I need for my workouts, and the split-hem leggings are a real favourite of mine. They’re so versatile.”

The Gym Locker collection is now available in selected Asda stores and online at George.com. The range includes womenswear in sizes XS–XXL and menswear, with price points starting at £7 for men’s T-shirts and £12 for women’s crop tops.