247 the performance offering from British fashion brand Represent has completed its latest endurance event, 247 Mission: Iceland.
Featuring a team of seven athletes, including Russ ‘Hardest Geezer’ Cook and William Goodge, the 607km relay across Iceland was completed in just two days.
The event is the latest in the brand’s ‘Mission’ endurance series. The team, named TEAM 247, was led by Represent co-founder George Heaton. It also included William Goodge, ultrarunner Hercules Nicolaou, HYROX Elite 15 athlete Jake Dearden, Team GB athlete Alfie Manthorpe, and HYROX North American Open champion Lucy Davis.
The run began in Hraunhafnartangi and finished at Hallgrímskirkja in Reykjavík. The crew ran through the day and night across what the company described as some of the most rugged, remote, and hilly terrain in the world.
George Heaton, Co-founder and Creative Director of Represent, said “The last 48 hours have been challenging, running over 600km in some of the most unforgiving terrain in the world is something that I knew would be hard, but definitely in reach.
“I wouldn’t have been able to achieve this without running alongside the best team in the world, TEAM 247 – made up of some seriously high-calibre athletes, that helped deliver an unmatched combination of endurance, speed and versatility that meant we saw the finish line in the fastest time possible.”
The mission was the latest ultra-endurance challenge for Russ Cook and Will Goodge, both of whom have completed multiple extreme challenges in recent years.
Cook ran the length of Africa in 2023–24 and a similar challenge in New Zealand earlier this year. Goodge became the fastest man to run across Australia in 2025, in 34 days, and ran across America last year.
Russ Cook said “I’ve taken on some of the toughest solo running challenges. Mission Iceland was something completely new for me, being part of a team to complete some serious miles in such a harsh climate has been an incredible experience that really pushed me to run faster and harder than ever before.”
The athletes wore the 247 brand’s new FW25 collection for the run, which will be released on Wednesday, August 27, 2025.
The company states that the ‘Mission’ series demonstrates its commitment to creating ‘world-class experiences that unite community, sport, and fashion’.
