Represent launches in-person fitness competition 247 Mission Rivington

UK – British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance challenge. The event comes after two years of rapid growth for the business’s performance wear line 247.

The event, hosted in Bolton (near Manchester, England), took place on the brand’s 247 Day on 24 July and focused on endurance.

Selected from over 2,000 applicants, 100 participants split into 20 teams of five to complete hourly challenges that combined a 5km run with SkiErg workouts. The team with the highest score during 12 hours won a £5,000 ($6,680, €5,782) cash prize and 247 kits, with prizes for runners‑up.

Since January, 247 has driven a 75% rise in the brand’s sales and now accounts for 25% of Represent’s direct‑to‑consumer income. Represent reached £100m revenue in 2024 (source: Athletech News). In a press release, head of 247 Matt Shotton shared plans to make 247 Mission Rivington an annual fixture. ‘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,’ he said.

For more insights on the secret recipe behind Represent’s success, read our Brand Innovation Debrief: Represent report.