Myprotein, the leading THG-owned sports nutrition brand, has brought its fast-growing activewear category to the high-street through a new partnership with Footasylum which will see a curated selection of women’s MP Activewear launch across selected UK stores.
The range is now stocked in seven Footasylum stores across the UK, including Manchester Arndale, Cardiff, White Rose Leeds, Meadowhall, Oxford Street, Metrocentre and Silverburn. Items available include hoodies, jackets, leggings, shorts and sports bras, with colourways including butter yellow, blush, mint green, slate blue and black.
The launch introduces the MP activewear offering to Footasylum’s core audience of 16 to 24-year-old “urban style leaders”, while also placing the brand in a high-footfall, multi-brand athleisure environment for the first time.
READ MORE: Hearts and minds win as Debenhams Group expands charity partnership
MP Activewear is a fast-growing and higher-margin element of the THG Nutrition business, with annualised run-rate sales fast approaching £100m. Approximately 15% of THG Nutrition’s customers purchased activewear between January and March with average order values on orders including activewear around 31% higher.
This has been supported by expanding the MP Activewear range beyond performance wear to appeal to broader lifestyle audiences, combining technical functionality with contemporary athleisure styling. This is further underpinned by the brand’s arrival in Footasylum stores, as well as the launch of a limited-edition training collection with Champion.
Neil Mistry, chief executive officer of THG Nutrition, said: “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.”
Myprotein has previously made its presence felt physically, including through a 2024 deal with Boots, which saw over 80 Myprotein products made available in 1200 Boots stores, its biggest in-store launch with a single retailer at the time.
THG PLC is a global e-commerce group headquartered in Manchester, operating through two leading consumer businesses, THG Beauty and THG Nutrition. THG Beauty operates online platforms including Lookfantastic, Cult Beauty and Dermstore, offering a valued route to market for over 1,300 prestige third-party brands, alongside a specialist portfolio of owned brands. THG Nutrition, led by Myprotein, the world’s largest online sports nutrition brand, spans multiple health and wellness categories, delivering its products both directly to consumers and through strategic offline partnerships worldwide.
Footasylum, also based in Manchester, is a creative, brave and agile omnichannel retailer, with over 65 stores in the UK and a ‘hyper-local’ approach – seeking to serve the local community.
