THG-owned sports nutrition and activewear brand Myprotein has partnered with high-street retailer Footasylum to put its womenswear range into UK stores for the first time.
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The launch marks Myprotein's first meaningful physical retail presence for activewear after years of building the line as a digital-native, DTC-led extension of its core supplements business.
Where it's stocked
The range is now live in seven Footasylum locations across the UK:
- London Oxford Street
- Manchester Arndale
- Cardiff
- White Rose, Leeds
- Meadowhall, Sheffield
- Metrocentre, Gateshead
- Silverburn, Glasgow
The numbers behind the move
MP Activewear has quietly become one of the more interesting parts of THG Nutrition. According to THG's Q1 2026 trading update, published 20 April 2026, the line's annualised run-rate sales are approaching £100m, and the category is growing as a share of Myprotein's overall mix:
- Activewear share of online sales: ~12% in Q1 2026, up from ~8% in FY24
- Q1 2026 customer crossover: ~15% of active customers bought activewear in the quarter, up 230 basis points year on year
- AOV uplift: orders including activewear carried average order values ~31% higher than supplement-only orders
Activewear is also a higher-margin category than core sports nutrition for THG, which makes the mix shift commercially meaningful as well as strategically interesting.
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