247, the performance wear arm of British fashion brand Represent, has announced the return of its flagship community endurance event: Mission.247. This follows a landmark inaugural year that saw thousands of global applicants vying for a spot on the start line.
Taking place on 24th July to mark the brand’s signature 247 Day, Mission.247 is set to double in size for 2026. The event will welcome 40 teams and 200 participants, bringing together athletes from the 247 community to test their physical limits across the 12-hour challenge.
This expansion signals the next phase of 247’s community-first strategy, scaling the success of Team 247 – a global powerhouse encompassing run clubs and elite athlete activations. With the Team 247 Strava club recently surpassing 10,000 members, the brand continues to redefine the intersection of high-end performance apparel and active community engagement.
With global participation in HYROX projected to reach 2 million athletes in the 2026/27 season and endurance sports continuing to grow in popularity, Mission.247 represents 247’s strongest commitment yet to the competitive fitness event category. Built around the brand’s “On A Mission” ethos, the event is a proving ground for individuals dedicated to continual progression and self-improvement.
For its second year, Mission.247 moves from Rivington to the woodland trails of Holme Styes, Holmfirth, close to 247’s hometown of Bolton. Last year’s inaugural event proved what a team of five can survive. This year the terrain changes, and the 40 teams will find out what twelve hours in the Holme Valley actually takes, as they compete for a £10,000 prize purse.
The Concept
Every hour for 12 consecutive hours, at least two team members must complete a 5.1km trail loop. The remaining time in each window is used to accumulate max distance on the Ski Erg. Teams’ total scores are based on cumulative points achieved over the 12 hours.
Represent co-founder, George Heaton and 247 athletes including Jake Dearden, Russ Cook. Alfie Manthorpe and Hercules Nicolaou will be in attendance, helping participants strategise, manage their effort and navigate the demands of the challenge throughout the day.
George Heaton, Co-Founder and Creative Director of Represent, commented: “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 globe 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 expansion of Mission.247 follows a period of exceptional growth for the brand. 247 now accounts for 21% of Represent’s overall revenue, with the division seeing 62% year-on-year growth in 2024, followed by a further 55% growth in 2025. With Represent as a whole generating close to £100 million in annual revenue in 2024, the brand is leveraging this accelerating momentum in the global premium apparel and performance wear sectors to double down on community-focused initiatives like Mission.247.
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