Myprotein Launches Clothing Line in Decathlon Stores Across the UK
Table of Contents
- Key Highlights
- Introduction
- A Brief Overview of Myprotein and Decathlon
- The Product Line: MP Activewear
- Significance of the Launch
- The Changing Landscape of Athletic Apparel
- Future Prospects and Developments
- Consumer Reactions: Connecting with the Market
- Conclusion
- FAQ
Key Highlights
- Partnership Formation: Myprotein launched its clothing line, MP Activewear, in 20 Decathlon stores, marking its first entrance into physical retail.
- Product Offering: The range includes T-shirts, vests, shorts, and leggings designed for high-performance training.
- Future Plans: The collaboration is expected to expand, with more retail partnerships anticipated in the near future.
Introduction
As of April 7, 2023, fitness enthusiasts in the UK are enjoying a new avenue for activewear shopping, thanks to Myprotein’s introduction of its clothing line, MP Activewear, in Decathlon stores. This strategic partnership signals a notable shift in Myprotein's modus operandi, moving from an exclusive online presence to a physical retail strategy. What does this mean for consumers and the broader sportswear market? With the increasing demand for functional fitness apparel, this collaboration not only aims to enhance accessibility but also enriches the consumer experience in fitness retail.
A Brief Overview of Myprotein and Decathlon
Myprotein: Origins and Growth
Founded in 2004, Myprotein has grown into one of Europe's leading sports nutrition brands, offering a range of products including protein powders, supplements, and now, activewear. Part of the larger e-commerce group, THG plc, Myprotein has consistently focused on innovation and quality. With a rich history of serving online customers, the brand’s decision to enter physical retail reflects strategic growth aligned with evolving consumer behaviors.
Decathlon: The Retail Giant
Established in 1976, Decathlon has transformed how sports and fitness products are marketed and distributed. Known for its extensive range of affordable sporting goods, Decathlon serves millions of customers worldwide, strategically operating more than 1,600 stores in over 40 countries. This partnership represents a mutual benefit: Myprotein gains access to a broader audience, while Decathlon enhances its product offering with a reputable brand in the sports nutrition realm.
The Product Line: MP Activewear
MP Activewear debuts with a curated selection designed specifically for high-performance training. Catering to both men and women, the range includes:
- For Women: Activewear suited for all-around training and heavy lifting, drawn from popular lines like the Tempo and Origin collections.
- For Men: Classic gym wear items curated from the brand’s Training collection, providing both style and functionality.
This product strategy reflects Myprotein's commitment to innovation, with clothing crafted from advanced fabric technologies that promote both performance durability and comfort.
Significance of the Launch
Expanding the Brand’s Footprint
Neil Mistry, CEO of THG Nutrition, underscored the importance of this launch, stating that it marks a significant milestone in making MP Activewear accessible to brick-and-mortar consumers. By integrating its product line into Decathlon stores, Myprotein targets a demographic pining for quality and innovation in fitness apparel.
Enhancing Consumer Experience
For customers, the launch signifies more than just new products on shelves; it's a commitment to a holistic fitness experience. Nicola Barnabo, Decathlon’s fitness market manager, emphasized that this partnership aims to enrich the shopping experience by delivering a comprehensive selection of quality products, melding nutrition and apparel in a way previously unachieved.
The Changing Landscape of Athletic Apparel
The activewear market is undergoing a transformation. Consumers are now seeking clothing that not only looks good but also delivers performance. In a survey conducted by global market research firm Statista, it was revealed that nearly 65% of respondents consider both quality and style equally important when purchasing activewear. In this context, the collaboration between Myprotein and Decathlon emerges as timely and relevant.
The Impact of E-Commerce on Traditional Retail
The rise of e-commerce has dramatically altered retail dynamics, especially in the sports nutrition and activewear sectors. Brands previously relying solely on online sales find themselves under pressure to establish a physical presence in an increasingly omnichannel market. Myprotein’s venture into Decathlon demonstrates an adaptive strategy aimed at revitalizing brand presence through traditional retail, amid mounting competition.
Future Prospects and Developments
Anticipated Growth
Looking ahead, Myprotein intends to expand its retail presence further. The initial rollout in Decathlon stores serves as a stepping stone to potentially broader collaborations with other retail chains, enabling them to seize a more significant market share. As consumer demand for premium activewear continues to rise, Myprotein stands poised to capitalize on these trends.
Continuing Innovation
Innovation will remain a cornerstone of Myprotein’s strategy. With advancements in fabric technology and design, expectations are high for future collections. The brand is focused on mitigating performance-related concerns, aiming to satisfy the requirements of both casual athletes and serious fitness enthusiasts.
Consumer Reactions: Connecting with the Market
Initial consumer reactions have been largely positive, with many praising the combination of quality, performance, and affordability. Social media platforms have seen an influx of user-generated content showcasing the new line, indicating a strong engagement level and a budding community around the MP Activewear brand.
Influencer Marketing in Action
Myprotein has tapped into influencer marketing, leveraging athletes and fitness enthusiasts with significant followings to promote the new product line. This strategy not only sparks interest in the offerings but also aligns the brand with aspirational figures in the fitness community, fostering a sense of trust and validation among potential buyers.
Conclusion
The launch of MP Activewear in Decathlon stores marks a pivotal moment for Myprotein and the activewear market at large. By forging a partnership with a trusted retailer, Myprotein is set to redefine access to premium-quality activewear. As it continues to innovate and adapt to consumer preferences, the brand’s evolution reflects broader trends observed across the fitness and retail industries.
FAQ
What is MP Activewear?
MP Activewear is the clothing line launched by Myprotein, specializing in functional training apparel for both men and women.
How many Decathlon stores will carry MP Activewear?
Initially, MP Activewear will be available in 20 Decathlon stores across the UK.
What types of products are included in the launch?
The launch includes T-shirts, vests, shorts, and leggings designed for high-performance training.
Why is this partnership significant for Myprotein?
This partnership represents Myprotein’s first foray into physical retail, expanding its reach and accessibility to a broader audience while addressing rising consumer demand for quality activewear.
What can we expect from Myprotein in the future?
Myprotein has indicated plans for further retail partnerships in the coming months, suggesting ongoing expansion and enhancement of its product offerings.
This collaboration highlights an essential transition in how brands engage consumers, further solidifying Myprotein’s place in the highly competitive fitness and activewear landscape.
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