Myprotein teams up with Champion in apparel push
THG owned Myprotein has embarked on a new apparel partnership with the Champion US sportswear brand.
This will include the two brands launching an 11 piece limited edition training collection next month.
Subscribe to TRBMyprotein said the move marks its most high profile activewear collaboration to date, building on partnerships with Decathlon, Frasers Group and Everlast.
With the brand currently working to expand beyond its core nutrition category, activewear now accounts for around 12% of its online sales, up from around 8% in the previous year.
The Champion x Myprotein training collection will launch on 8 April and will be exclusively available via Myprotein.
Neil Mistry, chief executive of THG Nutrition, said: “This collaboration with Champion marks an important milestone in Myprotein’s evolution.
“Activewear is a strategically important and margin accretive category for the business, and one where we continue to see strong consumer demand globally.
“Partnering with a brand of Champion’s heritage and global recognition allows us to scale our apparel offering, reach new customers and strengthen our position within the broader performance and lifestyle market, while staying true to Myprotein’s performance-led DNA.”
