Distinguishing MP from their competitors in a sector dominated by trusted brands.

Top Players in the UK Athletic Apparel Market such as Nike, Adidas, Under Armour, Lululemon, and Adanola have played a central role in the market’s evolution, steering the industry towards a future marked by style, performance, and consumer-centric innovation.

Following our initial client meeting and a two-week research phase, it became clear that MP’s strongest point of differentiation lay in its affiliation with MyProtein, a leading name in health and wellness. This connection offered MP a unique opportunity to position itself as more than just an apparel brand, instead owning a holistic fitness lifestyle narrative.

To define and elevate this positioning, I facilitated a series of collaborative workshops with the client team. In the visioning session, we explored five key brand pillars: Sustainability, Innovation & Technology, Diversity & Inclusion, Athleisure Lifestyle, and Social Impact. These conversations allowed us to benchmark MP’s current perception against key competitors and identify opportunity areas.

Gymshark emerged as MP’s most direct competitor, admired for its community-led presence and innovation.

The workshop findings highlighted that doubling down on innovation could become a defining differentiator for MP. With this in mind, we developed a strategy that would position MP as a brand offering performance-focused, design-led apparel at a more accessible price point — underpinned by next-gen fabric technology and a wellness-first, social-first voice.