MyProtein is bringing its activewear brand MP Activeway to the high street via a new partnership with Gen Z sportswear retailer Footasylum. Seven Footasylum stores, including Manchester Arndale, Oxford Street and Meadowhall, will sell a curated selection from the women’s MP Activewear range, including hoodies, leggings, sports bras and jackets in fashion-forward colourways such as butter yellow, blush and mint green.
Owned by THG, this is the latest step in MyProtein’s rapid transformation from a digitally-led DTC sports nutrition brand – utilising subscriptions and heavy discounting as levers to drive customer loyalty and improve retention – into a broader, multi-channel lifestyle business.
Activewear comes out on top
Within THG Nutrition, MP Activewear is now a fast-growing and higher-margin category, with annualised run-rate sales approaching £100m. Around 15% of nutrition customers purchased activewear between January and March, with orders including apparel delivering average order values around 31% higher.
The brand has expanded the range beyond pure performance wear into lifestyle-led athleisure, blending technical functionality with everyday styling. Moving into Footasylum stores places MP Activewear in a high-footfall, multi-brand environment for the first time, complementing its direct-to-consumer roots. The launch follows other channel growth initiatives, including a limited-edition training collection with Champion.
Connecting to younger consumers
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.”
For MyProtein, subscriptions may help anchor loyalty, but growth increasingly comes from meeting customers across more places and occasions.
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