Myprotein Teams up with Footasylum on High Street Activewear Launch

Why It Matters

The partnership gives Myprotein a physical retail foothold, boosting average order size and exposing the brand to a younger, high‑spending demographic, while Footasylum gains a complementary product line that drives traffic and sales.

Key Takeaways

• Myprotein activewear now in seven Footasylum locations across UK.
• Range targets 16‑24‑year‑old shoppers in high‑footfall stores.
• 15% of THG Nutrition customers bought activewear Jan‑Mar.
• Orders with activewear have 31% higher average value.
• Collaboration follows recent limited‑edition line with Champion.

Pulse Analysis

The UK activewear market has been expanding at a double‑digit pace, driven by consumers’ increasing focus on health, wellness and athleisure fashion. Brands that originated online, like Myprotein, are now seeking brick‑and‑mortar exposure to capture impulse purchases and reinforce brand credibility. By leveraging Footasylum’s established high‑street footprint, Myprotein can translate its digital momentum into tangible shelf presence, a strategy that mirrors moves by other nutrition and apparel players aiming to diversify distribution channels.

Footasylum’s customer base aligns closely with Myprotein’s target demographic: fashion‑forward shoppers aged 16 to 24 who value both performance and style. The seven store rollout—spanning Manchester, Leeds, Cardiff, Oxford Street, Metrocentre, Meadowhall and Silverburn—places the activewear line in high‑traffic malls and city centres, amplifying visibility among a youth segment that spends heavily on trend‑driven apparel. The reported 15% activewear purchase rate among THG Nutrition customers, coupled with a 31% uplift in average order value when apparel is included, signals strong cross‑sell potential that can boost footfall and basket size for both partners.

Strategically, the collaboration signals Myprotein’s broader ambition to treat activewear as a core revenue stream rather than a peripheral offering. The recent limited‑edition Champion collection demonstrated the brand’s ability to generate buzz through co‑branding, and the Footasylum partnership scales that concept across multiple locations. For THG Nutrition, the physical retail channel offers a new lever to accelerate growth, diversify its sales mix, and deepen engagement with a younger audience that increasingly expects seamless online‑offline experiences. Continued expansion into high‑street venues could position Myprotein as a leading hybrid nutrition‑apparel brand in the competitive UK market.