THG may be best known for its beauty and nutrition operations, but linked to the latter, it’s also in the clothing business. And its Myprotein nutrition brand’s clothing line, MPActivewear is being rolled out in Decathlon stores across the UK from Monday.
It’s the first major retailer partnership for the brand and its first time in physical retail, with it now available in 20 Decathlon stores.
The Decathlon partnership sees its range of functional training fits for both men and women launching in-store, including T-shirts, vests, shorts and leggings.
For women, there’s a selection activewear for all-round training and heavy lifting taken from the brand’s best-selling Tempo and Origin ranges. For men, there are classic gym fits picked from the Training range.
MP Activewear has been growing quietly for several years and has been introducing advanced fabric technologies too. The company said further retail partnerships are anticipated for the label in the months ahead.
Last year Myprotein underwent a “transformational global rebrand aimed at reaching a broader demographic of consumers. The brand’s newly defined mission is to empower everyone to lead a healthier, more active lifestyle, supported by a diverse range of sports nutrition products and expert guidance”.
Part of the evolution saw the introduction of a new logo on Myprotein’s suite of products, including clothing. The rebranding “also aligns with THG’s commitment to breaking down the barriers of the fitness industry”.
The company said the rebrand “has been key to unlocking new retail markets and partners, driving expansion in retail and licensing. It has also enabled Myprotein to enter new product categories, broadening its offering for existing customers, without losing focus on its core sports nutrition market”.
Neil Mistry, CEO, THG Nutrition said: “MP Activewear has gained strong traction online, complementing our leading range of supplements and protein products. This partnership marks a significant milestone in making MP Activewear more accessible.”
And Decathlon’s UK Fitness Market Manager Nicola Barnabo added: “The ongoing evolution and modernisation of Decathlon stores, initiated with last year’s brand relaunch, has created the ideal environment to welcome Myprotein’s dynamic range. This partnership is more than simply adding products; it’s about enriching the fitness experience for our customers by partnering with a well-known specialist brand.”
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