247 by Represent launches collection co-designed by ‘ultra runner’ Will Goodge
The performance wear extension of British brand Represent, called 247, has launched a collection co-designed with “ultra endurance runner” and model, Will Goodge.
Under the name of WG247, it’s the first collection that the brand has ever co-designed with an athlete, though Goodge is a friend of Represent Co-Founder and Creative Director, George Heaton.
The 10-piece range, which is now available on the Represent website, has been specifically designed for Goodge to wear during his latest record attempt, a gruelling 240-mile “ultra marathon” called MOAB 240 -currently taking place in Utah (from 11-16 October).
The range includes a ‘Running Jacket’, ‘Half Tights’, ‘Chest Rig’ and ‘Arm Warmers’ – all designed with the demands of the MOAB 240 in mind, with Goodge facing temperatures of up to 100 degrees during the day and freezing conditions at night.
Displaying a Grecian aesthetic, homage to Goodge’s favourite past Represent designs, the collection “combines technical performance with everyday style”.
As the first-ever athlete to join TEAM 247 – the brand’s team of athlete ambassadors – Goodge began working with 247 during his ‘Run Across America’ last year, running 3,175 miles from LA to New York in just 55 days.
Inspired by that incredible feat, George Heaton created a full 247 running collection for Goodge to wear throughout his journey across the US, even getting personally involved to take on the final leg of the challenge, where they met in person for the first time.
Since then, the pair have become great friends and training partners. The new collection was born from their shared vision to create performance wear that delivers in extreme conditions.
Heaton said: “Will has been instrumental in shaping the 247 line. With every running product we design, we create it with him in mind. To create a collection with him for MOAB was both a personal highlight and something entirely new for 247, both in regards to working with an athlete to design a range and in creating a kit to withstand the demands of running in the desert.
“Training alongside him, I see first hand the incredible effort he puts into preparing for these challenges so when we decided to create the MOAB collection, we didn’t just want to create another running line – we wanted to design something unique that truly reflects his journey and his goals.”
Goodge added: “It’s not every day you get given the opportunity to design an apparel collection with a brand like 247, especially with a friend, so doing this with George for MOAB was a special moment.
“We wanted to create something iconic that embodied conquering and success to motivate me throughout the race, so it was a natural fit to pull from 247 and Represent’s previous Ancient Greek mythology-inspired designs.”
