THG may be best known for its beauty and nutrition operations, but linked to the latter, it’s also in the clothing business. And its Myprotein nutrition brand’s clothing line, MPActivewear is being rolled out in Decathlon stores across the UK from Monday.

It’s the first major retailer partnership for the brand and its first time in physical retail, with it now available in 20 Decathlon stores.

The Decathlon partnership sees its range of functional training fits for both men and women launching in-store, including T-shirts, vests, shorts and leggings.

For women, there’s a selection activewear for all-round training and heavy lifting taken from the brand’s best-selling Tempo and Origin ranges. For men, there are classic gym fits picked from the Training range.

MP Activewear has been growing quietly for several years and has been introducing advanced fabric technologies too. The company said further retail partnerships are anticipated for the label in the months ahead.

Last year Myprotein underwent a “transformational global rebrand aimed at reaching a broader demographic of consumers. The brand’s newly defined mission is to empower everyone to lead a healthier, more active lifestyle, supported by a diverse range of sports nutrition products and expert guidance”.

Part of the evolution saw the introduction of a new logo on Myprotein’s suite of products, including clothing. The rebranding “also aligns with THG’s commitment to breaking down the barriers of the fitness industry”.

The company said the rebrand “has been key to unlocking new retail markets and partners, driving expansion in retail and licensing. It has also enabled Myprotein to enter new product categories, broadening its offering for existing customers, without losing focus on its core sports nutrition market”.

Neil Mistry, CEO, THG Nutrition said: “MP Activewear has gained strong traction online, complementing our leading range of supplements and protein products. This partnership marks a significant milestone in making MP Activewear more accessible.”

And Decathlon’s UK Fitness Market Manager Nicola Barnabo added: “The ongoing evolution and modernisation of Decathlon stores, initiated with last year’s brand relaunch, has created the ideal environment to welcome Myprotein’s dynamic range. This partnership is more than simply adding products; it’s about enriching the fitness experience for our customers by partnering with a well-known specialist brand.”

Italian luxury house Etro has named Kaito Takahashi, a member of pop group King & Prince, as its new global brand ambassador and it’s a big deal for the business as it’s the first time a Japanese talent has been selected for this role.

Asian countries remain huge markets for European luxury companies but much of the brand ambassador focus in recent periods has been on K-Pop stars or Chinese celebrities. 

Yet while the rise of South Korea and China has been key, Takahashi’s contract underlines the ongoing importance of Japan and its high-spending consumers to the luxury sector.

As a member of King & Prince, Takahashi has made his mark in the music industry while also being known for his work as an actor and artist. He’s a dancer, choreographer, painter and illustrator too.

He’s actually been collaborating with Etro since last year, “bringing his creativity and unique style to the brand”, the company said.

There are no details for now of what the new contract will involve but given Takahashi’s multi-hyphenate abilities we assume it’s more than just a ‘wear Etro’ partnership.

Takahashi said of his appointment: “I’ve had the incredible opportunity to visit Italy twice, where I immersed myself in Etro’s rich heritage of craftsmanship, explored its beautiful archives, and shared inspiring conversations with the brand’s creative director, Marco De Vincenzo. Wearing so many of Etro’s pieces, I truly felt the essence of the brand with every inch of my body. To me, [it’s] ‘the art you can wear’.”