247 MISSION: RIVINGTON VOL.3

WHY 247 MISSION: RIVINGTON WAS A BRAND IN AUTHENTIC MOTION

Represent co-founder and Creative Director, George Heaton is the driving force pushing 247 ever further and faster. With the brand’s first ultra endurance hybrid race, in the books, this is his mission debrief. Take notes.

‘On A Mission’ isn’t a throwaway brand epithet. It defines every action 247 take from top to bottom. Each community run club, internal meeting and social post; all our pieces of apparel, social posts and athlete ambassadors. It is our DNA.

At the end of July, 247 Mission: Rivington heralded the next step in our evolution. Held in the heartland of Represent on 24/7, our new take on endurance racing saw 100 athletes compete in teams of five, one of which had to be female. Teams run a 5.1km trail loop at the top of the hour, every hour, from 7am until 7pm. They could also work on a Ski-Erg Machine.

They received points for every team member that ran and extra points for distance on the ski. The team with the highest total at the end of the event was declared the winner.

For George, communal effort and shared experience were the true victors. These are his notes on why Rivington was just the first and how the event took ‘On A Mission’ to a brand new level.

THIS WAS THE MOMENT TO RUN A 247 ULTRA ENDURANCE RACE

“247 has operated under the motto ‘On A Mission’ for three years now, and we’ve held run meet ups around the world, with hundreds to thousands showing up when we do so, all without outside brand partnerships."

“We wanted to bring that energy home. The idea came about in early 2024, then developed over the next 12 months into what became an endurance event held on the date 24.7.”

WHY WE DECIDED TO MOVE INTO THE ULTRA SPACE:

“From a personal standpoint, running, ergs and endurance events have been brought through the brand. It’s so intrinsic to myself. The athletes and sports we’ve associated ourselves with are all endurance based.”

THE EVOLUTION OF THE 247 COMMUNITY

“We’ve hosted runs from our pop ups, around Hyrbid races and at our store openings for the past few years. We wanted evolution, and we wanted that evolution to be at the core of our DNA.”

THE TEAM THAT STOOD OUT ON THE DAY

“I think the Whoop team stole the first half of the event. They had an insanely fast athlete, Sean Noble, that carried them into first place. He had so much extra time on the ski ergs before other teams returned from each run

“Unfortunately, that took a turn when he rolled his ankle and the fight for first became very close between three other teams as Whoop started dropping down the leaderboard.

“But the crown still goes to him in my opinion: Sean Noble.”

THIS IS THE TRUEST REPRESENTATION OF 247 AS IT IS RIGHT NOW

Without a doubt. It’s what we do. It’s what we stand for. It’s who we are. On a mission.

ARE THERE GOING TO BE MORE 247 MISSION EVENTS?

There will be. This was a small test, and it proves the concept. The mission series will come from different angles. We’ll be doing 247 athlete-only races, as well as global community invites.

HOW MISSION RIVINGTON TOOK THE 247 ETHOS TO A NEW LEVEL?

“It really displays the grit, effort and endurance that we lay in the foundations of the brand. It’s in our DNA. You can’t fake this stuff.
“From our 6am gym sessions with our athlete Jake coaching for the whole business, to the team all doing the Manchester 10k and Hybrid racing, to having a WhatsApp group where we follow our team members on their own endurance missions. 
“It’s built into us. It is us.”

Stay ON A MISSION with the 247 Rivington collection, race tops and race shorts made for endurance.