UK Fashion Brand Represent Stages First-Ever Fitness Event
Represent is moving into the event space after experiencing significant growth over the past two years, using its performance wear line 247 as the launching pad
247, the performance wear line under Represent, a popular fashion brand in the United Kingdom, knows how to help fitness consumers look and feel good while getting a sweat in. Now, it’s providing them with a stage to do so as well.
Represent has launched “247 Mission: Rivington,” its first-ever fitness event, which is taking place Thursday in the brand’s hometown of Bolton. The event coincides with “247 Day,” a nod to the date (July 24th) and the competition’s emphasis on endurance.
“Hosting a 247 fitness event has been something that has been on my brand bucket list for years,” said George Heaton, co-founder and creative director of Represent. “With the growth of 247, we wanted to create something for the community and athletes that embodies what the brand stands for: the continual strive to push the boundaries of performance via hard work and dedication. This event is exactly that — it will be a true test of mental as well as physical ability.”
247 Mission: Rivington features 100 participants selected from a pool of over 2,000 applicants, including members of the 247 community, attendees of past running events and select athletes.
Teams of five compete against each other for 12 hours, completing one challenge involving a five-kilometer run and an optional Ski Erg workout at the top of each hour. The team amassing the most points will earn a £5,000 cash prize and 247 kits of their choice. Prizes also go out to second and third-place teams.
The competition caps off what’s already been a triumphant past few months for 247, which reports a 75% increase in sales since January and now accounts for 25% of Represent’s business in direct-to-consumer (DTC) sales. It’s also doubled sales in the United States and Australia since the start of the year.
As a whole, Represent reached £100 million ($117.6 million) in revenue in 2024, it reports.
247 and Represent are promising additional “Mission” events in the future, while 247 Mission: Rivington will return as an annual competition along with other activations spread out across the summer.
“This event comes at a really exciting time for us as a brand as we continue to grow and differentiate ourselves from others in the space,” said Matt Shotton, Represent’s head of 247. “Community has always been a core part of our brand identity and we’re looking forward to engaging with them further in this unique way.”
The fitness industry’s competitive event sector is booming, with brands like Hyrox achieving incredible levels of visibility and growth. CrossFit has also pulled in an abundance of sponsors ahead of its annual CrossFit Games in early August.