For a brand built almost entirely online, placing activewear inside a multi-brand physical retailer marks a notable channel shift — putting MP Activewear’s higher-margin lines in front of a physical audience for the first time.
MP Activewear, the apparel line sitting within sports nutrition company Myprotein, has moved into physical multi-brand retail for the first time through a distribution partnership with Footasylum, the UK omnichannel sportswear and footwear retailer.
The partnership targets Footasylum’s core demographic of 16-to-24-year-old urban consumers — a segment Myprotein has not previously reached through physical third-party distribution.
Activewear as a margin driver
Within THG Nutrition — the Myprotein-led division of Manchester-based e-commerce group THG PLC — activewear has become a meaningful contributor. The company reports that annualized sales for the category are approaching £100 million (approximately €117 million), with roughly 15 percent of THG Nutrition customers purchasing activewear items between January and March. Orders that included activewear carried average values approximately 31 percent higher than those without, according to the company.
A channel shift for a DTC-first brand
Myprotein has operated almost exclusively online, so the Footasylum deal marks its first real push into physical multi-brand retail: MP Activewear will appear in front of shoppers who would not typically land on a sports nutrition website.
On the shelf, the range will sit alongside Nike, adidas and New Balance — a style-led environment that distances it from the protein-powder associations of the core brand. A separate limited-edition training collection with Champion is running in parallel, reinforcing the lifestyle direction.
