Myprotein Activewear Launches In Footasylum Stores
The partnership brings Myprotein’s activewear category into a physical multi-brand retail setting, with a curated women’s edit now available across selected Footasylum stores in the UK.
Myprotein has brought its MP Activewear category to the high street through a new partnership with Footasylum, with a curated selection of women’s activewear now available in selected UK stores.
The range has launched in seven Footasylum locations: Manchester Arndale, Cardiff, White Rose Leeds, Meadowhall, Oxford Street, Metrocentre and Silverburn. Products include hoodies, jackets, leggings, shorts and sports bras, with colourways including butter yellow, blush, mint green, slate blue and black.
The partnership introduces Myprotein’s activewear offer to Footasylum’s core audience of 16 to 24-year-old urban style leaders. It also places the brand in a high-footfall, multi-brand athleisure retail environment for the first time.
MP Activewear is a fast-growing and higher-margin part of the THG Nutrition business, with annualised run-rate sales approaching £100m. Between January and March, approximately 15% of THG Nutrition customers purchased activewear, while average order values on orders including activewear were around 31% higher.
The growth has been supported by expanding MP Activewear beyond performance wear to reach broader lifestyle audiences, combining technical functionality with contemporary athleisure styling. The Footasylum store launch follows the brand’s wider category development, which also includes a limited-edition training collection with Champion.
“Activewear has become a key pillar of the Myprotein brand, with strong momentum across our customer base. Expanding into the high street is a natural evolution of this growth. Footasylum is an ideal partner, with a deep connection to a younger, style-led audience and a strong presence across social channels. This launch allows us to bring a curated edit of the range into store and continue building the category at scale.”
Neil Mistry, Chief Executive Officer of THG Nutrition
The partnership marks a further step in the development of Myprotein’s activewear category as it expands its presence beyond direct-to-consumer channels.
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