Myprotein partners with Footasylum for high street activewear launch

A curated selection of Myprotein’s women’s activewear items has rolled out across a chosen few Footasylum stores across the UK.

The range is stocked in seven Footasylum stores, including Manchester Arndale, Cardiff, White Rose Leeds, Meadowhall, Oxford Street, Metrocentre, and Silverburn, and stocks products such as hoodies, jackets, leggings, shorts, and sports bras.

The rollout aims to introduce Myprotein’s activewear offer to Footasylum’s audience of 16-24-year-olds, as well as putting the brand into high-footfall, multi-brand athleisure environments. 

Myprotein also represents a fast-growing and higher-margin part of the THG Nutrition business, as around 15% of its customer base purchased activewear between January and March.

THG Nutrition chief executive officer Neil Mistry 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.”