Represent 247, the performance wear arm of fashion brand Represent, has announced the signing of ultra endurance athlete Russ Cook, aka ‘The Hardest Geezer’, to its athlete roster: TEAM 247.
Cook joins TEAM 247 shortly after completing 247 Mission: Iceland, a 616km relay challenge circumnavigating Iceland’s rugged terrain.
The company stated that the team additions align with its ethos of pushing the boundaries of human performance.
Widely known as ‘The Hardest Geezer’, Cook is known for extreme challenges. In 2024, he became the first person in history to run the full length of Africa, totaling over 16,000km across 16 countries. In early 2025, he followed that by running solo across the full length of New Zealand.
Russ Cook said “I’ve been a fan of 247 for a long time. They backed me during the Africa run and have continued to support me ever since, which means a lot.
“After years of doing these challenges solo, 247 Mission: Iceland gave me something different, being part of a team pushing together. It was so inspiring to be alongside such an elite team of athletes. Now I’m officially part of TEAM 247, I can’t wait for what’s next. This is just the beginning.”
Cook joins a roster of athletes that includes HYROX Elite 15 athletes such as James Kelly, Jake Dearden, and Michael Sandbach; CrossFit Games competitor Victor Hoffer; ultra runners William Goodge and Hercules Nicolaou; elite runner Alfie Manthorpe; and functional fitness athlete Gabby Moriarty.
George Heaton, Co-Founder and Creative Director at Represent, said “Russ represents everything 247 stands for: relentless pursuit, resilience under pressure, and a mindset that doesn’t accept limits.
“What he’s achieved is already extraordinary, but it’s the way he goes about it, with purpose, grit, and full commitment, that makes him so inspiring. Watching his journey has fuelled my own fitness journey, and having him officially join TEAM 247 feels like the natural next step. What excites me the most is what’s still to come.”
