Protein brand targets Footasylum’s audience for activewear
Sports nutrition brand Myprotein has signed a partnership with retailer Footasylum to sell its MP Activewear range across selected UK stores.
The segment is a fast-growing and higher-margin element of the THG Nutrition business, with annualised run-rate sales fast approaching £100 million.
Approximately 15% of THG Nutrition’s customers purchased activewear between January and March.
This has been supported by expanding the range beyond performance wear to appeal to broader lifestyle audiences as well as the launch of a limited-edition training collection with Champion.
Neil Mistry, CEO of THG Nutrition, said: “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.”
