Myprotein Partners with Champion as It Ramps up Apparel Growth

Why It Matters

The deal accelerates Myprotein’s diversification beyond nutrition, positioning it to capture a larger share of the fast‑growing activewear market and deepen consumer brand loyalty.

Key Takeaways

• Partnership leverages Champion's heritage with Myprotein's digital audience
• New 11‑piece collection priced $57‑$121, targeting lifestyle buyers
• Activewear now 12% of sales, ~ $63.5 m FY25
• Goal to hit $127 m clothing revenue within 18 months
• Sold 500k women’s leggings last year, showing product strength

Pulse Analysis

The collaboration between Myprotein and Champion arrives at a pivotal moment for the global activewear sector, which is projected to exceed $200 billion by 2027. By pairing Champion’s iconic sportswear DNA with Myprotein’s robust e‑commerce platform, the new line taps into both performance enthusiasts and fashion‑forward consumers. Pricing the pieces between $57 and $121 makes the collection accessible, while the online‑only launch leverages Myprotein’s data‑driven marketing to reach its highly engaged audience.

Financially, the partnership signals Myprotein’s aggressive push into apparel, a segment that already accounts for 12% of THG Nutrition’s online revenue—about $63.5 million in FY25. The company’s roadmap targets $127 million in clothing sales within the next year and a half, a growth trajectory that would double its apparel contribution. This ambition places Myprotein in direct competition with dedicated sportswear brands such as Gymshark and Lululemon, but its unique positioning as a nutrition‑to‑apparel brand offers cross‑selling opportunities that pure apparel players lack.

Beyond the immediate launch, the deal reflects broader industry trends where activewear increasingly blurs the line between function and fashion. Influencer collaborations, catwalk‑inspired silhouettes, and the rise of hybrid fitness events like Hyrox are reshaping consumer expectations. Myprotein’s strategy to expand its clothing line while maintaining strong product performance—evidenced by half‑a‑million women’s leggings sold last year—demonstrates a commitment to quality that could sustain its momentum in a crowded market.