Performance wear brand 247 has announced the return of its community endurance event, Mission.247, which will double in size for its second year. The expansion follows an inaugural event that reportedly attracted thousands of applicants.
Taking place on July 24, 2026, to mark the brand’s signature 247 Day, the 12-hour challenge will welcome 40 teams and 200 participants. The event represents an extension of the brand’s community-first focus and its Team 247 initiative, which includes a Strava club that recently passed 10,000 members.
247 is the performance wear arm of British fashion brand Represent. The division has experienced notable growth, accounting for 21% of the overall revenue for Represent. The 247 arm saw 62% year-on-year growth in 2024, followed by a further 55% reported growth in the 2025 season.
For the 2026 event, Mission.247 moves from Rivington to the woodland trails of Holme Styes, Holmfirth, located in the Holme Valley in West Yorkshire, England. The 40 teams will compete across the terrain for a £10,000 prize purse.
The event format requires at least two team members to complete a 5.1km trail loop at the top of every hour for 12 consecutive hours. Any remaining time within each one-hour window is used by the team to accumulate maximum distance on a Ski Erg. Total scores are based on cumulative points achieved over the full 12 hours.
Represent Co-Founder and Creative Director George Heaton will be in attendance alongside 247 athletes such as Jake Dearden, Russ Cook, Alfie Manthorpe and Hercules Nicolaou to help participants manage their strategy and effort.
George Heaton said “Launching a 247 competition was a long-held ambition and on my personal brand bucket list. Witnessing the intensity and camaraderie at last year’s debut was incredible. It wasn’t just about the competition; it was about the culture we’ve built.
“Athletes travelled from across the international community to test their limits, supporting each other through a gruelling 12-hour feat. That is the essence of 247. As the brand evolves, these experiences remain our priority. We are ready to bring Mission.247 back on a bigger scale, with more energy, and impact.”
The event is open to athletes aged 18 or older, and full squad applications require a minimum of one female participant per team. Successful teams can purchase full entry for £375, which equates to £75 per person for the five-person squads.
Sign-ups opened at 18:00 BST on June 16, 2026.
www.representclo.com/mission-247
