Lorraine Kelly
Russ Cook, better known to his legion of followers as “The Hardest Geezer,” has officially signed with TEAM 247, the performance wear arm of Represent and one of the UK’s fastest-growing fashion brands. The move pairs one of the world’s most extreme endurance athletes with a label that prides itself on pushing the boundaries of human performance.
Fresh off 247 Mission: Iceland—a 616 km relay challenge circumnavigating Iceland’s unforgiving terrain—Cook joins TEAM 247 as its latest headline athlete. For a man who recently became the first in history to run the entire length of Africa (16,000 km across 16 countries), and then followed it up with a solo trek across New Zealand in early 2025, Iceland was little more than a cool-down jog.
But for Cook, the real story was the team dynamic. “I’ve been a fan of 247 for a long time. They backed me during the Africa run and have continued to support me ever since, which means a lot. After years of doing these challenges solo, 247 Mission: Iceland gave me something different, being part of a team pushing together. It was so inspiring to be alongside such an elite team of athletes. Now I’m officially part of TEAM 247, I can’t wait for what’s next. This is just the beginning,” said Cook.
A Growing Roster of Elite Athletes
Russ Cook now lines up alongside an increasingly stacked cast of performers wearing the 247 badge. TEAM 247 already boasts HYROX Elite 15 competitors James Kelly, Jake Dearden, and Michael Sandbach; CrossFit Games athlete Victor Hoffer; ultra runners William Goodge and Hercules Nicolaou; elite runner Alfie Manthorpe; and functional fitness specialist Gabby Moriarty.
George Heaton, Co-Founder and Creative Director of Represent, made no secret of his excitement at adding Cook to the roster. “Russ represents everything 247 stands for: relentless pursuit, resilience under pressure, and a mindset that doesn’t accept limits. What he’s achieved is already extraordinary, but it’s the way he goes about it, with purpose, grit, and full commitment, that makes him so inspiring.
Watching his journey has fuelled my own fitness journey, and having him officially join TEAM 247 feels like the natural next step. What excites me the most is what’s still to come.”
The Hardest Geezer Meets the Hardest Gear
For 247, the signing of Russ Cook isn’t just about marketing—it’s about brand identity. By backing an athlete who embodies toughness, determination, and sheer bloody-minded endurance, the brand reinforces its mission to support individuals who don’t just perform, but lead, inspire, and defy convention.
Cook’s addition signals that TEAM 247 is becoming more than a roster; it’s a statement of intent. As the brand continues to grow, so too does its reach into the worlds of endurance, functional fitness, and beyond.
If Cook’s past few years are anything to go by, “just the beginning” might involve another continent or two. And knowing the Hardest Geezer, he’ll do it in 247 gear and a grin that says: your excuses don’t count.
