Contemporary Communications Agency Lephyr has been appointed to handle the UK launch and PR for YMO (an acronym for 'You. Me. Ours') with immediate effect. YMO is a new community-led activewear brand developed using seven years of industry insight from The Sports Edit.

Lephyr will be working collaboratively with the YMO team to develop the UK PR plan and activation supporting brand awareness and positioning. Lephyr will be working closely with journalists, influential brand advocates and aligned industry leaders to editorially tell the brand story and offer an engaging experience of the brand utilising product USP and trend-led data to align with the YMO brand ethos. Available exclusively on thesportsedit.com.