Lorraine Kelly
Mission Rivington isn’t your average day in the hills. It’s the bold new fitness frontier from 247—the performance wear arm of Represent and the turbocharged engine behind the UK’s fastest-growing fashion juggernaut.
On 24th July—naturally dubbed 247 Day—the brand hosted its first-ever endurance event in its hometown of Bolton, where style and sweat will collide in the shadow of Rivington Pike.
The inaugural Mission Rivington marks 247’s muscular leap from high-performance apparel into the high-octane world of competitive fitness events.
And in true 247 fashion, they aren’t tiptoeing in. The brand’s growth in 2025 has been nothing short of ballistic: sales have skyrocketed by 75% since January, now making up a full quarter of the overall Represent business. Across the pond in the U.S. and Australia, sales have doubled, riding a wave that began in 2024 when Represent smashed through the £100 million revenue mark.
But numbers aside, Mission Rivington is all about community, grit, and a bit of strategic masochism.
Set in Rivington—founder George Heaton’s personal stomping ground and running route—this all-day challenge will pit 100 athletes and die-hard community members against one another in teams of five.
Over the course of 12 gruelling hours, competitors will face a repeating cycle: a 5K run at the start of every hour, followed by max distance on a SkiErg machine in whatever time remains before the next round.
The team racking up the most points by day’s end will walk (or more likely limp) away with £5,000 and a pile of 247 gear. Second and third place prizes? They’re under wraps until game day—but knowing the brand, they’ll be anything but pedestrian.
“This event has been on my brand bucket list for years,” said George Heaton, co-founder and Creative Director of Represent.
“With the growth of 247 we wanted to create something for the community and athletes that embodies what the brand stands for: the continual strive to push the boundaries of performance via hard work and dedication. This event is exactly that—it will be a true test of mental as well as physical ability.”
Joining Heaton in leading the teams are 247 athletes Jake Dearden, William Goodge and Hercules Nicolaou, who will help participants dig deep and plan smart as they juggle recovery, pacing, and personal pride.
Matt Shotton, Head of 247, added, “This event comes at a really exciting time for us as a brand as we continue to grow and differentiate ourselves from others in the space. Community has always been a core part of our brand identity and we’re looking forward to engaging with them further in this unique way.”
More than just a one-off, Mission Rivington kicks off a new series under the brand’s On A Mission ethos, promising more sweat-soaked spectacles in the future. As for this July’s launch event, anyone brave enough to take part can register from 6 pm on Tuesday, 24th June via the Represent website.
One thing’s for sure: if Mission Rivington is a glimpse of what’s to come from 247, the endurance event space just got a much-needed adrenaline shot—and probably a few blisters too.
