The inaugural event marks the next stage of growth for the brand as it launches its debut endurance competition.

London, Tuesday 24th June, 2025: 247, the performance wear arm of Represent, one of the UK’s fastest growing fashion brands, has announced its first ever fitness event - 247 Mission: Rivington. 

The competition, which will take place on 24th July - in line with what the brand has coined as 247 day in relation to the date (24/7) - marks its entry into the endurance events space as 247 continues on its path of mass growth as the fastest growing arm of the Represent business.

2025 has already been a huge year for 247, with the brand’s sales increasing by more than two thirds (+75%) since January alone and it now accounts for 25% of the overall Represent business*. Its global presence has also soared, with the brand’s rapidly increasing popularity in the US and Australia leading to sales in both regions doubling since the start of the year. This follows a hugely successful 2024, which saw Represent hit £100m in revenue, and sales of 247 growing by two thirds (+65%) from the previous year (2023).

247 Mission: Rivington will be the first in the brand’s Mission series, the title of which derives from the brand’s On A Mission ethos. It will return as an annual endurance event, as well as other activations taking place from later this summer.

The event is open to the public and will see 100 participants take part, consisting of members of 247’s loyal community - regular attendees of the brand’s running events which amass hundreds of people each time - and invited athletes.  

Taking place in Rivington, in the brand’s hometown of Bolton, and also Represent’s founder George Heaton’s local running route, teams of 5 will compete to achieve maximum points across 12 on the hour challenges for the chance to win a £5,000 cash prize, alongside a selection of 247 kit. Further prizes for second and third place teams will be announced on the day.
‍

‍The Concept

On the hour for 12 hours, teams can earn points by running a 5km route as well as completing max distance on a Ski Erg in the remaining time after returning from the run. 

George and 247 athletes including Jake Dearden, William Goodge and Hercules Nicolaou will also be leading the teams throughout the day, helping them to strategise their approach and how to manage the distance.

George Heaton, co-founder and Creative Director of Represent comments, “Hosting a 247 fitness event has been something that has been on my brand bucket list for years. With the growth of 247 we wanted to create something for the community and athletes that embodies what the brand stands for: the continual strive to push the boundaries of performance via hard work and dedication. This event is exactly that - it will be a true test of mental as well as physical ability.”

‍Matt Shotton, Head of 247, comments, “This event comes at a really exciting time for us as a brand as we continue to grow and differentiate ourselves from others in the space. Community has always been a core part of our brand identity and we’re looking forward to engaging with them further in this unique way.”
‍