Following a fourth consecutive quarter of revenue growth for THG Nutrition, Myprotein is leveraging Champion’s century of sportswear heritage to scale its apparel division. The move aims to transition the brand from a pure nutrition player into a global performance lifestyle label.
The UK-based sports nutrition leader Myprotein has struck a strategic apparel partnership with American sportswear brand Champion, unveiling a limited-edition training collection. The 11-piece, unisex range is set to launch on April 8, 2026, marking Myprotein’s most significant step into activewear after earlier distribution and brand deals with Decathlon and Everlast.
A Play for Athleisure Without Diluting Performance Credentials
The tie-up is positioned as a bridge between performance-led design and contemporary athleisure. Neil Mistry, CEO of THG Nutrition, said the collaboration is intended to reach a lifestyle audience while keeping the brand’s “performance-led DNA.” Mistry added that Myprotein is targeting entrenched apparel players such as Gymshark and Lululemon, with a focus on high-volume categories including women’s leggings, where the brand says it sold 500,000 units globally last year.
Growth Targets Backed by THG’s Stronger Run Rate
The announcement lands as parent company THG PLC reports continued momentum. Highlights from the FY25 preliminary results include:
- Revenue Growth: Activewear now accounts for 12 percent of Myprotein’s online sales, up from 8 percent in the prior fiscal year.
- Target Milestones: The business has set a goal of reaching £100 million in clothing revenue within the next 12 to 18 months.
- Margin Expansion: Apparel is described as “margin accretive,” supporting four consecutive quarters of revenue growth for the Nutrition division.
Pricing, Exclusivity, and What Comes Next
The collection includes sweatshirts, hoodies, T-shirts, and shorts, priced from £45 to £95. It will be sold exclusively via Myprotein’s e-commerce platform. The company said it plans to lean further into fashion-led trends, including wide-leg silhouettes and capris, while exploring additional collaborations with Champion and other potential partners.
