THG’s flagship nutrition brand, Myprotein, is moving further into apparel via a new limited-edition training collection with Champion, marking a deeper push by its parent company into the health and wellness space.
The collaboration with the iconic American sportswear brand is Myprotein’s most high‑profile activewear partnership to date and underlines THG’s strategy of broadening its revenue streams beyond core nutrition. The 11‑piece collection combines performance‑led design with contemporary athleisure styling and will be sold exclusively through Myprotein’s direct‑to‑consumer platform, reinforcing the group’s focus on owning customer relationships.
Doubling down on diversification
For THG, diversification has become a defining feature of its business model, which spans nutrition, apparel, beauty, wellness and technology. Subscriptions sit at the centre of that model, driving predictable recurring revenue, deeper engagement and higher lifetime value across categories. As consumers increasingly look to build consistent health and fitness routines, the intersection of wellness products, content and subscription services has created a rich feeding ground for retailers able to offer a joined‑up ecosystem.
As the wellness and fitness market continues to expand, with the gym replacing the pub for many Gen Z consumers, apparel is playing an increasingly important role within that mix. Myprotein has steadily expanded its activewear offer in recent years, working with partners including Decathlon, Frasers Group and Everlast. The Champion collaboration helps accelerate that strategy by combining Myprotein’s digitally engaged global fitness audience with Champion’s century‑old sportswear heritage.
Strong financial results
The launch comes against the backdrop of improving performance at THG Nutrition. In its FY25 preliminary results, published last week, THG reported a record second half, with Nutrition delivering a fifth consecutive quarter of growth. The group highlighted the continued expansion of its gross‑margin‑accretive activewear category as a key contributor, alongside resilient demand for core nutrition and wellness products.
Activewear now accounts for around 12% of Myprotein’s online sales, up from approximately 8% in FY24, showing tangible progress as the brand diversifies. Over the past year, Myprotein sold more than 500,000 pairs of women’s leggings globally, signalling growing confidence from consumers in the brand’s apparel credentials.
As the global wellness market continues to expand, THG’s ability to extend brands like Myprotein into adjacent subscription‑friendly categories such as apparel and lifestyle positions it well for long‑term growth. The Champion x Myprotein collection launches on 8 April, offering a clear signal of how seriously the group is taking its evolution beyond supplements.
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