247, the performance wear arm of one of the fastest growing British fashion brands, Represent, has announced its biggest partnership to date with sportswear giant, PUMA.
Launching on December 18th 2024, the campaign for the 12 piece training apparel, footwear and accessories collection is fronted by Olympic rising star and 800m Paris semi-finalist, Phoebe Gill alongside Represent 247 athlete and HYROX Master Trainer, Jake Dearden (click to check out our podcast epispode with Jake).
The PUMA x 247 capsule marks a significant milestone for Represent, containing the release of its first ever womenswear clothing and trainer, which is modelled by Team GB athlete Gill.
The collaboration signifies the Manchester-born brand’s broader mission to innovate and evolve within the performance space, by connecting with brands with the mutual goal to create best-in-class products in the running and hybrid training spaces.
The unique foundation of the brands’ relationship originates with Represent CEO, Paul Spencer, who previously served as Managing Director of PUMA’s European operations. Paul’s leadership and vision were crucial in shaping the direction of the collaboration, allowing the seamless integration of 247’s identity into the massively popular fitness racing shoe, PUMA Elite Nitro’s silhouette.
The trainer is the centre piece of the range, redesigned with the 247 palette, detail, and logo, as with the accompanying clothing collection, featuring pieces for both men and women.
George Heaton, co-founder and Creative Director of Represent comments, “At 247, we’ve always sought to push the boundaries of athletic performance, and collaborating with PUMA on this project represents a key milestone in our journey. Our aim was to learn from one of the best in the industry and elevate our product line, starting with the creation of an elite performance running shoe. PUMA, already known for developing the number one shoe in HYROX—a sport with which we’re authentically connected—was the perfect partner to help us achieve this goal.
“As a growing performance brand, this collaboration highlights a pivotal moment for us, especially with the introduction of womenswear into the 247 range, expanding our reach and meeting market demand. The 247 x PUMA Elite Nitro, encapsulates the technical brilliance we aim to deliver in every product. It’s more than just a shoe—it’s a statement of 247’s growth, innovation, and dedication to becoming a leading force in performance wear. We are incredibly proud to have our name, logo, and identity associated with this technically advanced footwear.”
Gregor Abenstein, Head of Select at PUMA comments, “This partnership with Represent has been a true collaboration in every sense. From the very beginning, we worked hand-in-hand to merge our creative visions, ensuring that every detail reflects the strengths of both brands. We are very happy with the outcome and think we can offer something purposeful to our consumers.”
The collection takes the best of the proven PUMA performance styles and evolves them to meet the specific needs of today’s athletes. By enhancing fit, refining materials, and incorporating premium detailing, the iconic styles are elevated to a whole new level of performance and style.
The 247 x PUMA collection will be available from representclo.com/247 and puma.com on 18th December from 8pm GMT
