THG-owned sports nutrition and activewear brand Myprotein has officially teamed up with US sportswear giant Champion to unveil a new training apparel collection, marking a significant strategic move for both entities in the highly competitive global activewear market. The collaboration, announced on March 30, 2026, is poised to merge Myprotein’s performance-driven ethos and extensive digital reach with Champion’s venerable heritage in athletic wear and iconic design, aiming to capture a wider share of the fitness and athleisure consumer base. This partnership underscores Myprotein’s accelerated push into the apparel sector, leveraging brand synergy to deepen its connection with consumers and diversify its product offerings beyond its core nutrition lines.
Strategic Alignment in a Dynamic Market
The alliance between Myprotein and Champion represents a calculated maneuver in an increasingly convergent market where health, wellness, and fashion intersect. Myprotein, a flagship brand of The Hut Group (THG), has long dominated the online sports nutrition landscape, building a formidable presence through direct-to-consumer (DTC) channels. Its expansion into activewear began several years prior, evolving from basic branded merchandise to a dedicated apparel line designed for performance and comfort. This latest collaboration with Champion signifies a maturation of Myprotein’s apparel strategy, moving towards premiumization and broader brand appeal by associating with a globally recognized name.
Champion, a subsidiary of HanesBrands, boasts a rich history dating back over a century, having outfitted athletes and teams with innovative sportswear. In recent years, Champion has experienced a significant resurgence, particularly within streetwear and athleisure segments, driven by its classic aesthetic, quality construction, and successful collaborations with high-profile designers and brands. This partnership with Myprotein provides Champion with an avenue to further penetrate the performance training segment and connect with a digitally native, health-conscious demographic that Myprotein has meticulously cultivated.
The Vision Behind the Collection
The new training apparel collection is anticipated to embody a fusion of Myprotein’s functional expertise and Champion’s enduring style. Consumers can expect a range of products designed to meet the rigorous demands of training, including high-performance fabrics, ergonomic designs, and durable construction, all infused with a distinctive aesthetic that pays homage to both brands. While specific details of the collection’s pieces remain under wraps, industry observers speculate it will include essentials like performance t-shirts, shorts, leggings, hoodies, and jackets, tailored for various training modalities from weightlifting to cardio and functional fitness. The collaboration aims to offer a collection that not only performs optimally but also resonates with the lifestyle aspirations of active individuals, bridging the gap between gym wear and everyday athleisure.
The "Digital Edition" aspect highlighted in the announcement further emphasizes the primary sales channel. Leveraging THG’s robust e-commerce platform, the collection is expected to be launched globally through Myprotein’s extensive network of localized websites, ensuring wide accessibility and a seamless customer experience. This digital-first approach aligns with modern consumer purchasing habits and allows for agile marketing and inventory management, crucial for maximizing impact in a fast-paced retail environment.
A Chronology of Growth and Collaboration
Myprotein’s journey from a nascent nutrition supplier to a comprehensive lifestyle brand has been characterized by consistent growth and strategic diversification. Founded in 2004, the brand rapidly ascended to become a European leader in sports nutrition, largely due to its competitive pricing, extensive product range, and early adoption of e-commerce.
- Early 2010s: Myprotein begins experimenting with branded merchandise, primarily t-shirts and accessories, as a natural extension of its brand identity.
- Mid-2010s: Recognizing the potential in the activewear market, Myprotein launches dedicated apparel lines, focusing on functional gym wear. This move is supported by THG’s investment in manufacturing capabilities and supply chain optimization.
- Late 2010s: Myprotein’s apparel offerings mature, incorporating more sophisticated designs, performance fabrics, and expanding into broader athleisure categories. The brand starts to be perceived not just as a nutrition provider but also as a credible activewear label.
- Early 2020s: THG’s strategic reports increasingly emphasize the growth of its beauty and lifestyle divisions, with Myprotein’s apparel segment highlighted as a key driver. Discussions regarding high-profile collaborations to accelerate apparel growth likely begin during this period, seeking partners with established market recognition and complementary brand values.
- Late 2024 – Early 2025: Confidential negotiations and preliminary design discussions between Myprotein and Champion are inferred to have taken place, exploring the feasibility and scope of a joint collection.
- Mid-2025: Product development and sampling phases commence, with teams from both brands collaborating on design, material selection, and fit. Marketing strategies are conceptualized.
- Late 2025 – Early 2026: Production ramps up, logistics are finalized, and pre-launch marketing assets are prepared.
- March 30, 2026: The official announcement of the Myprotein x Champion training apparel collection is made, signaling its imminent global release.
This timeline reflects a deliberate and sustained effort by Myprotein to expand its footprint in the apparel sector, culminating in a partnership designed to significantly elevate its brand profile and market reach.
Market Dynamics and Supporting Data
The activewear market continues to exhibit robust growth globally, driven by shifting consumer preferences towards health and wellness, increased participation in fitness activities, and the pervasive influence of athleisure. According to recent market analyses, the global activewear market was valued at approximately $420 billion in 2025 and is projected to exceed $550 billion by 2030, growing at a compound annual growth rate (CAGR) of over 5%. This growth is fueled by innovations in fabric technology, sustainable production practices, and the blurring lines between performance wear and casual fashion.
Brand collaborations have emerged as a powerful strategy within this landscape, offering a symbiotic relationship where partners can leverage each other’s strengths, expand their customer bases, and inject novelty into their offerings. High-profile examples from the past decade, such as Adidas x Stella McCartney or Nike x Off-White, have demonstrated the immense potential for driving sales, enhancing brand equity, and creating significant market buzz. For Myprotein, partnering with Champion provides immediate access to a broader, more diverse demographic that recognizes and trusts the Champion brand, potentially converting new customers to Myprotein’s ecosystem. Conversely, Champion gains exposure to Myprotein’s highly engaged, fitness-focused community, reinforcing its relevance in the performance training category.
THG’s expertise in e-commerce and digital marketing further strengthens this partnership. The group’s proprietary technology platform, Ingenuity, provides end-to-end services, from website hosting and payment processing to global fulfillment and digital marketing. This infrastructure is critical for the global rollout of the Myprotein x Champion collection, ensuring efficient operations and a scalable distribution model that would be challenging for many brands to replicate independently.
Statements and Reactions from Related Parties
While specific quotes from the official announcement were not provided in the original brief, it is logical to infer the sentiment from key stakeholders:
From Myprotein/THG Leadership:
"This partnership with Champion marks a pivotal moment in Myprotein’s strategic expansion into the premium activewear segment," a spokesperson for Myprotein is expected to have stated. "By blending Myprotein’s unwavering commitment to performance innovation with Champion’s legendary heritage in athletic wear, we are creating a collection that truly resonates with the modern fitness enthusiast. This collaboration is not just about apparel; it’s about reinforcing our position as a holistic lifestyle brand, offering our community everything they need to support their active lives. Leveraging THG’s global e-commerce capabilities, we are excited to bring this unique collection to millions worldwide."
From Champion/HanesBrands Executives:
A representative from Champion would likely have expressed enthusiasm for the collaboration, stating, "Champion has always been at the forefront of athletic innovation, and our partnership with Myprotein allows us to continue that legacy by connecting with a dynamic, digitally-native audience deeply committed to health and fitness. This collection is a testament to the shared values of quality, durability, and performance that both brands uphold. We are excited to see how our iconic designs can be reimagined through Myprotein’s performance lens, offering consumers unparalleled training apparel that performs as well as it looks."
Industry Analyst Perspectives:
Industry analysts are expected to view the partnership favorably. "This collaboration is a shrewd move for both Myprotein and Champion," commented a leading retail analyst. "For Myprotein, it instantly elevates their apparel credibility and offers a pathway to differentiate in a crowded market. For Champion, it’s a smart way to tap into the booming health and wellness sector and maintain relevance with younger, fitness-focused consumers, particularly through Myprotein’s strong digital ecosystem. It’s a win-win that leverages distinct brand strengths to create a compelling new offering."
Broader Impact and Implications
The Myprotein x Champion collaboration is poised to have several significant implications across the industry:
For Myprotein: This partnership solidifies Myprotein’s ambition to transcend its origins as a nutrition brand and establish itself as a dominant player in the broader health and wellness lifestyle sector. A successful apparel line, particularly one backed by a brand as reputable as Champion, can significantly enhance Myprotein’s brand equity, attract new customer demographics who might then explore its nutrition offerings, and provide a stable, high-margin revenue stream that diversifies its business model. It positions Myprotein as a true competitor to established activewear brands.
For Champion: The collaboration offers Champion a fresh avenue to innovate and reaffirm its position in the performance activewear market. By associating with Myprotein, Champion taps into a dedicated, global community of fitness enthusiasts and gains access to THG’s advanced e-commerce infrastructure, potentially expanding its digital footprint and direct-to-consumer capabilities. This move helps Champion maintain its cultural relevance and appeal to a younger, health-conscious demographic, reinforcing its iconic status in an ever-evolving market.
For the Activewear Market: This partnership intensifies competition within the activewear and athleisure segments. It sets a precedent for more cross-industry collaborations between nutrition and apparel brands, potentially inspiring similar strategic alliances as companies seek innovative ways to capture consumer attention and market share. The focus on high-performance, stylish training apparel also pushes the boundaries of product innovation, benefiting consumers with more sophisticated and versatile options.
For Consumers: The collaboration promises a compelling new range of activewear that combines performance functionality with classic style. Consumers can anticipate high-quality, durable products suitable for various training environments, backed by the credibility of two respected brands. This offers more choice in a market that often demands both performance and aesthetic appeal.
In conclusion, the partnership between Myprotein and Champion is a strategically astute move for both brands, signaling a concerted effort to capitalize on the synergistic relationship between sports nutrition and activewear. By leveraging their respective strengths – Myprotein’s digital prowess and performance focus, and Champion’s rich heritage and iconic design – the collaboration is set to make a significant impact on the global activewear market, offering consumers a fresh and compelling collection that embodies the evolving landscape of health, fitness, and fashion. The "Digital Edition" launch underscores a forward-thinking approach, poised to reach a vast global audience and cement Myprotein’s status as a comprehensive lifestyle brand.
