247 – the performance wear arm of Represent – has announced the signing of Elite 15 HYROX athlete James Kelly to its athlete roster: TEAM 247. James has appeared on the Rox Lyfe podcast three times – you can check out the latest chat here.
James joined 247 during the week of the HYROX World Championships where he was a favourite to stand on top of the podium in the Elite 15 race.
Hailing from the Sunshine Coast, Australia, Kelly burst onto the scene in late 2022, breaking the 60-minute barrier in his debut HYROX Pro race. Since then, he’s collected multiple titles, including wins at HYROX Hong Kong, Glasgow, and Atlanta in 2025.
Kelly has clocked some of the fastest times in the sport’s history, including a personal best within a second of the world record. He also broke the Pro Doubles record with partner and fellow 247 athlete Jake Dearden. Jake was also on the Rox Lyfe podcast recently – check it out here.
Represent Clothing Creative Director, George Heaton commented “With 247 I’ve always sought to build a team of athletes that inspire me. James is the embodiment of this: an athlete on his own mission, grinding day in day out to achieve his goal within his sport. From his breakthrough debut to now being on the verge of a world title, James is proving what happens when talent meets discipline.”
James Kelly – HYROX Elite 15 Athlete & Team 247 said “Joining TEAM 247 is more than just a partnership, it’s about aligning with a brand that shares my mindset and hunger to push limits. 247 is building something special, and I’m proud to be part of a team that embodies both grit and performance at the highest level.”
James joins HYROX Elite 15 athlete Jake Dearden, CrossFit Games athlete Victor Hoffer, and ultrarunner Will Goodge, at 247 as the brand continues to build a roster of athletes who are pushing the boundaries of human physical performance.
