Myprotein activewear makes high street debut with Footasylum

THG-owned sports nutrition and activewear brand Myprotein has partnered with Footasylum to bring its womenswear range to the high street for the first time.

The range is now stocked in seven Footasylum stores across the UK, including London’s Oxford Street, Manchester Arndale, Cardiff, White Rose in Leeds, Meadowhall in Sheffield, Metrocentre in Gateshead and Silverburn in Glasgow.

The collection on offer includes hoodies, jackets, leggings, shorts and sports bras, targeting Footasylum’s core audience of 16–24-year-old women, with colourways including butter yellow, blush, mint green, slate blue and black.

MP Activewear is a fast-growing and higher-margin element of the THG Nutrition business, with “annualised run-rate sales” fast approaching £100 million.

Approximately 15% of THG Nutrition’s customers purchased activewear between January and March 2026, with average order values on orders including activewear around 31% higher.

That has been supported by expanding the MP Activewear range beyond performance wear to appeal to broader lifestyle audiences, combining technical functionality with contemporary athleisure styling.

Neil Mistry, Chief Executive Officer of THG Nutrition, said: “Activewear has become a key pillar of the Myprotein brand, with strong momentum across our customer base. Expanding into the high street is a natural evolution of this growth.

“Footasylum is an ideal partner, with a deep connection to a younger, style-led audience and a strong presence across social channels. This launch allows us to bring a curated edit of the range into store and continue building the category at scale.”

The launch in Footasylum follows the online launch on 8 April of an 11-piece Myprotein training collection - for men and women - in collaboration with heritage US sportswear giant Champion.

That marked Myprotein’s most high-profile activewear partnership to date, building on partnerships with Decathlon, Frasers Group and Everlast.

Activewear now represents approximately 12% of Myprotein’s online sales, up from around 8% in FY24, “demonstrating clear traction as the business diversifies its revenue streams.”