Andy Murray invests in hylo

Andy Murray has invested in hylo, the British performance running shoe brand built on plant-based materials, and taken on the role of Head of Performance. It's the latest move in a post-retirement investment strategy that has quietly become one of the more active athlete portfolios in European consumer brands.

Murray, who retired from professional tennis in 2024, has backed over 40 ventures across fitness, hospitality, wellness, and technology. His most notable prior investment was in Castore, the British sportswear brand that has now scaled to over £300 million in revenue.

What is hylo?

hylo designs performance running shoes using bio-based materials: uppers made from castor bean-derived nylon, corn-based linings, algae-derived foam, and natural rubber outsoles. The brand says its launch shoe carries a 52% lower carbon footprint than the average running shoe. All products are vegan and designed for circularity.

Why it matters

The sustainable footwear market in Europe has moved past the novelty phase. Brands like Veja and Allbirds proved there was consumer appetite; the question now is whether sustainability credentials can coexist with genuine performance positioning in categories like running, where material science directly affects the product.

hylo's bet is that they can — and Murray's involvement is designed to accelerate that argument. His role as Head of Performance signals the brand is trying to close the credibility gap between sustainable materials and elite athletic standards, rather than marketing sustainability as the primary selling point.

hylo products are available at hyloathletics.com. More on Murray's investment activity through Redrice Ventures.