The Interview: Matt Shotton, Head of 247 by Represent on growing the fitness meets high fashion brand

Luxury streetwear brand Represent launched its performance-focused 247 sub-brand in 2020 with the ‘247 Pant’. It’s now grown to a more comprehensive 43-piece range for AW24, including a debut hiking collection which launched earlier this month, and the plan is for 247 to account for 20% of Represent’s overall sales in the next two years.

It currently has a pop-up space in Selfridges in London, running until the end of October, as well as one in Harrods – running until the end of 2024. Additionally, it now has an entire floor dedicated to it at Represent’s first UK flagship standalone store, which opened at 21 New Cathedral Street in Manchester on Saturday 26 October.

Head of 247 by Represent, Matt Shotton, who only joined the company in July this year having previously held senior roles at Nike and Adidas, tells us all about the future plans.

When did you join Represent as Head of 247 and what and when were your previous roles at Adidas and Nike?

I joined in July of this year, which somehow feels both like it was yesterday and years ago at the same time! I’ve really settled in, and the team has been great and incredibly receptive to the direction I want to drive for 247. My last role at Adidas was as Global Category Director for Sportswear and prior to that I was at Nike. I spent the majority of time there in the football category, in various roles from sports marketing to insights and innovation, but latterly mostly based at Nike’s HQ in Portland, Oregon, USA, leading the global product strategy for Paris Saint-Germain football club and, prior to that, teams like Liverpool, Inter Milan and even England, which was fantastic.

What did you learn from those roles that you are now bringing to 247?

I think if I were to try and pick something that is consistent across both brands, it would be the way in which they tell powerful, authentic stories that are incredibly impactful. This has shaped me professionally, and is something I’m bringing to 247, to ensure we connect with the consumer in really meaningful, emotive ways that go beyond product and speaks to a mindset, an attitude if you like. We speak internally about ‘inspiring, empowering and enabling the relentless pursuit of greatness’, and ultimately that can resonate with anyone at any stage of their fitness journey.

What is different about 247 compared to other sportswear brands?

Our unrelenting focus on community. It’s what sets us apart and what will continue to be our key driving force. Our community isn’t just engaged, they’re truly aligned with the values at the core of 247, and that connection is genuine. While bigger brands are investing time and resources into building those kinds of connections, we’ve been able to foster that naturally and authentically. It’s a unique ability, and it’s something we’re really proud of. For us, it isn’t just about the product, but about creating something where people feel part of something bigger, a collective that shares the same drive and values.

Is the brand just called 247, 247 by Represent or Represent 247?

It’s 247 by Represent. It’s its own entity within the Represent brand and, whilst we’re still in our infancy as a brand, 247 is gaining great recognition in the fitness and premium fashion space. At major events like the London and Manchester Marathons or any HYROX races, there are so many people wearing the product it really validates our approach, which is as I said is community centric. Our community is loyal, and they’re proud to ‘represent’ the brand.

How would you best describe 247’s offer and who is the real target market?

247 offers a line of premium performance wear and everyday essentials. Our target market is focused on sports and fitness enthusiasts, fans of ‘ultra endurance’, who are interested in active lifestyles and high performance sportswear. We have a significant focus on apparel for functional fitness and running training, which are two key target areas for us as a brand as they remain the core of the health and fitness space. Ultimately, 247 appeals to those who want high-end, timeless pieces, but with a progressive, fashion forward aesthetic.

How is the space branded in the Selfridges and Harrods pop-ups?

In Selfridges, we’ve got a plinth within the space with ‘Represent’ alongside the primary 247 logo. In Harrods, it’s just the 247 logo. We’re really focused on continuing to build strong brand recognition, and part of that means ensuring our primary logo becomes something easily recognisable on its own. But, at the same time, we understand the value of leveraging Represent’s established name to build that foundation. It’s definitely a learning process as we find the right balance between capitalising on the connection to Represent and establishing 247 with its own distinct identity. We're exploring how best to evolve that as we move forward.

How has 247 developed since it launched in 2020?

247 started in 2020 with the 247 Pant (tracksuit bottoms). The idea came from Represent Co-Founder and Creative Director George Heaton’s routine during lockdown. He wanted something versatile that he could wear for a hike but also for everyday activities. That’s how the 247 Pant was born, and it’s still one of our best sellers today. Since then, we’ve expanded the line to include a full range of activewear essentials, such as running tights, vests, tees, tanks, hoodies and more. The success of that first product really set the tone for the brand, and it’s been a natural evolution from there.

What is the latest product to launch within the 247 range?

The latest drop is the Compound Skins Collection. It’s a range of high performance base layer garments, and we’ve spent the last two years developing and meticulously testing it to make sure it meets the highest standards of quality and craftsmanship.

Are you planning to make 247 trainers?

Footwear is definitely the natural next step for us as a brand. It makes sense for us as we grow, as it would allow us to offer a full, holistic product offering and our consumers could rely on us for everything, head to toe. With the boom in running and the growth of functional fitness, it would also open up an entirely new revenue stream for us as a business, which will help fuel further growth - so watch this space.

Are there plans going forward for more pop-ups elsewhere?

We’re definitely planning on opening more pop-ups in the future because they’re such a great way to grow our audience and connect with people in a real, tangible way. That said, it has to be the right partner and the right location. We’ve been really intentional about where we’ve activated so far, like Selfridges and Harrods, and most recently our temporary pop up in Berlin to coincide with the marathon. It’s important to us that any future pop-ups reflect the same premium, curated experience that aligns with the 247 brand. It’s about quality over quantity.

What are your strongest markets and are you targeting greater international growth?

Currently, about 60% of our business is UK based, with the rest split globally, mostly across the US and Europe. Growing our international presence is a huge focus for us, with the US being a major priority. George now living in Los Angeles plays a huge part in that. His presence there, along with the visibility he has through social media, is already helping us get traction in the States. We’re looking to continue building on that momentum by connecting with consumers in authentic ways, using storytelling and narratives that resonate in each market. We’re also working hard on building the right partnerships and looking at locally relevant strategies to connect with communities and expand our reach.

Who are your brand ambassadors for 247 and why are they a good fit?

As we continue to grow, it’s crucial for us to partner with people who truly embody our values and share our vision. The athletes we work with are a living reflection of the 247 culture, such as ultra endurance runner Will Goodge, our first-ever 247 athlete who we teamed up with for his ‘Run Across America,’ and who we also recently launched a collaboration collection with called WG247. There’s also Jake Dearden, the HYROX Global Master Trainer and Men’s Doubles World Champion who’s also 247’s Head Coach and leads classes for our team, each athlete represents the core of what 247 is about. Founder George Heaton is heavily involved in these decisions too. As someone who trains at an exceptionally high level, often alongside our athletes, he has personal relationships with each of them, which strengthens our partnerships.

How many followers has 247 got on social media channels and which is the strongest? 

We currently have 99,000 followers across Instagram and TikTok for the 247 brand, and this number continues to grow steadily as the brand expands. Instagram is currently our strongest as it is our main social hub for brand news and new product launches, as well as community events. We hold like our incredibly popular 247 run series, which has seen up to 750 attendees at a single event. Additionally, we have our 247 app which has daily workouts from George for our community to follow. To date we have over 40,000 subscribers to the app, and it is completely free.

How much dedicated space has 247 got in Represent’s new flagship store in Manchester, and how much will it have in the London store when it opens in spring 2025?

The Manchester store has an entire floor dedicated to 247, which is huge for us and really exciting. It’s a massive step in giving our community a true, immersive 247 experience. It means we have room to showcase the product with real impact and bring the brand to life in a way that just isn’t possible online. London is still in the planning stages, but the goal is the same, making sure 247 has a strong, impactful presence that really connects with our audience.

How big a part of the overall Represent business does 247 now account for and how do you see that growing? 

247 has had incredible growth over the past year. Last year, we accounted for around 9% of the overall Represent business, and this year we’re tracking towards 14%. That’s a significant jump, and it really shows the traction the brand is gaining. In two years, we’re projecting 247 to account for around 18-20% of the total Represent business. The fitness market continues to grow at an incredible rate, and we see a huge opportunity for 247 to capture even more of that space. Fitness is such a fundamental part of people's lifestyles now, and our focus on building a brand that goes beyond just product really resonates with consumers. We’re not just looking to be another brand in the space, we want to inspire, empower, and connect with people at all stages of their fitness journey. With that approach, we’re confident that 247 can keep driving significant growth within the overall business.

Why have you decided to launch a hiking specific collection now?

Our focus has always been on crafting products that perform across multiple disciplines. The 247 Pant, our first-ever product, was initially designed with hiking in mind, and with hiking becoming more popular as a form of exercise and exploration, it felt like the right time to place more of a focus on it. Hiking & Trail play a central role in this new collection but they’re not the only focus, with hiking specific pieces blended together with performance driven apparel for running and training, all unified by a cohesive seasonal colour palette and graphic language. This collection is a bold evolution for us, broadening our offering beyond just running and gym wear to meet the diverse needs of our growing, active community.

We’re also excited to launch the 247 Arena Sunglasses for the first time, offering a new accessory option that ties the whole collection together. It’s all about creating products that perform across activities while keeping a cohesive look, no matter where you're headed.