UK Apparel Brand 247 by Represent Stages First Fitness Competition This July

247 by Represent is launching its first fitness competition, marking a strategic shift for the UK performance apparel brand that's been quietly building momentum in the endurance space. The inaugural Mission: Rivington event hits north west England on July 24, bringing together 100 athletes for a team-based endurance challenge.

The competition takes place in Rivington, near Bolton, the hometown of Represent founder George Heaton. That location choice signals something deeper about how 247 is positioning itself in the crowded fitness apparel market. Rather than chasing the London scene or major metropolitan areas, the brand is doubling down on its roots and authentic community connections.

Mission: Rivington centers around teams of five tackling 12 hourly 5K runs, followed by maximum distance efforts on SkiErg machines. The format rewards both sustained endurance and explosive power, with hourly point tallies determining the winning team. The prize structure reflects serious intent too, with £5,000 cash plus gear going to the victors.

The participant mix tells another story about 247's approach. Half the field comes from the brand's existing community running events, while the other half consists of invited athletes. This blend of grassroots community members and elite performers suggests 247 understands that authentic brand building requires both accessibility and aspiration.

"Hosting a 247 fitness event has been on my brand bucket list for years," said Heaton. "With the growth of 247 we wanted to create something that embodies what the brand stands for: pushing the boundaries of performance through hard work and dedication."

The timing makes strategic sense. 247 has posted 75% sales growth since January and now represents 25% of the overall Represent business. International expansion is accelerating too, with US and Australian sales doubling year-to-date. That growth gives the brand resources to invest in experiential marketing while the competition establishes 247 as more than just another apparel label.

Matt Shotton, Head of 247, frames the event within broader brand strategy. "Community has always been core to our brand identity and we're looking forward to engaging with them in this new way," he said. The competition launches under the "On A Mission" banner, indicating 247 plans additional events beyond this inaugural effort.

The athletic roster backing the event includes Jake Dearden, William Goodge, and Hercules Nicolaou, giving 247 credible faces in the endurance community. These aren't just sponsored athletes, they're brand ambassadors who can authentically connect with the competition's target audience.

Mission: Rivington positions 247 to compete directly with established players like Hyrox and Spartan Race, but with a distinctly British approach that emphasizes community over spectacle. The annual July 24 date aligns with the brand name, creating a natural recurring moment that could become synonymous with 247's identity.

This move reflects broader trends in the fitness industry where brands are creating their own events rather than just sponsoring existing competitions. By controlling the entire experience, 247 can ensure every touchpoint reinforces its brand values while building deeper connections with its core audience.