Myprotein Launches MP Activewear at Footasylum to Translate Digital Success into Retail

Myprotein is moving its MP Activewear brand off the digital shelf and into physical retail through a new partnership with Footasylum. This marks the first time the sports nutrition giant’s apparel line will appear in a multi-brand high street environment. The collaboration launches with a curated women’s range hitting seven flagship stores across the UK. Notably, it targets the 16 to 24 year old demographic that sits at the core of Footasylum’s customer base. In fact, the MP Activewear Footasylum Partnership represents a significant step in expanding Myprotein’s reach.

Store locations and product range

The initial rollout includes Footasylum locations in Manchester Arndale, Cardiff, White Rose Leeds, Meadowhall, Oxford Street, Metrocentre, and Silverburn. The selection focuses on essential activewear pieces, including hoodies, jackets, leggings, shorts, and sports bras. These pieces feature a lifestyle-driven color palette of butter yellow, blush, mint green, slate blue, and black. Furthermore, the MP Activewear Footasylum Partnership connects these high-traffic stores with the latest in apparel innovation.

This move marks a shift from pure performance positioning toward a broader athleisure appeal. The range balances technical functionality with contemporary styling, ensuring the gear works effectively in both training environments and as everyday wear. Consequently, the MP Activewear Footasylum Partnership not only extends Myprotein’s product offering but also aligns perfectly with evolving consumer tastes.

Business momentum and margins

THG Nutrition reported that MP Activewear is approaching £100 million in annualized run rate sales. This positions it as a high margin segment within the business. Between January and March, roughly 15% of Myprotein customers purchased activewear. Moreover, those orders generated average values 31% higher than nutrition only transactions.

The category expansion reflects a calculated move to diversify revenue streams beyond supplements while leveraging Myprotein’s established customer relationships and brand equity in fitness culture. Consequently, the MP Activewear Footasylum Partnership provides opportunities for increased exposure and growth.

Strategic retail positioning

For Footasylum, the partnership brings in a digitally native brand with proven traction among younger consumers. For Myprotein, it provides access to urban style leaders in high traffic locations. In these stores, athleisure is browsed alongside established sportswear and streetwear labels.

Myprotein CEO Neil Mistry emphasized that activewear has become a core brand pillar with strong customer momentum. He called the high street expansion a natural progression. Furthermore, he noted Footasylum’s deep connection to a style conscious, socially engaged audience as key to the partnership’s strategic fit.

The launch arrives alongside a limited edition training collection with Champion, further signaling Myprotein’s ambition to position MP Activewear as a credible standalone apparel brand rather than a supplement add on. This dual approach, pairing owned retail expansion with collaborative product drops, suggests a longer term play for category leadership in performance lifestyle wear. Finally, the MP Activewear Footasylum Partnership signals a new era for both brands as they aim for greater success in physical retail environments.