UK performance apparel brand 247 by Represent is set to stage its first-ever fitness competition, with the inaugural 247 Mission: Rivington event taking place in north west England on July 24, 2025.
The event marks the entry of the 247 brand into the endurance space and will be held in Rivington, near Bolton – the hometown of Represent founder George Heaton. The competition date ties into the brand’s name, 247, with 24/7 becoming an annual ‘day of endurance’ for the company.
The one-day team-based event will see 100 participants – a mix of regulars from 247’s community running events as well as invited athletes – compete in teams of five.
The challenge will involve 12 hourly 5K runs, followed by max distance efforts on a SkiErg in the remaining time. Points will be awarded each hour, with the team accumulating the most points winning a £5,000 cash prize and 247 apparel.
The Mission: Rivington event is the first in a planned annual series under the brand’s ‘On A Mission’ banner. It will be led by George Heaton alongside 247-affiliated athletes including Jake Dearden, William Goodge and Hercules Nicolaou.
“Hosting a 247 fitness event has been on my brand bucket list for years,” said George Heaton, Co-Founder and Creative Director of Represent.
“With the growth of 247 we wanted to create something that embodies what the brand stands for: pushing the boundaries of performance through hard work and dedication. This event is exactly that – a true test of mental and physical ability.”
Matt Shotton, Head of 247, added “This event comes at a really exciting time for us as we continue to grow and differentiate ourselves in the space. Community has always been core to our brand identity and we’re looking forward to engaging with them in this new way.”
247 has reported strong growth so far in 2025, with sales up 75% since January and now accounting for 25% of the overall Represent business. International sales, particularly in the US and Australia, have also reportedly doubled in the year-to-date.
www.representclo.com/247-mission-rivington
