247, the performance wear arm of Represent and one of the UK’s fastest-growing fashion brands, has officially announced the signing of ultra-endurance athlete Russ Cook to its elite athlete roster: TEAM 247.
Fresh from completing 247 Mission: Iceland, a 616 km relay challenge circumnavigating Iceland’s rugged terrain, Russ joins TEAM 247 as the latest addition to the brand’s growing roster of elite-level athletes, who continue the brand’s ethos of pushing the boundaries of human performance.
Widely known as “The Hardest Geezer”, Russ is no stranger to extreme challenges. In 2024, he became the first person in history to run the full length of Africa, totalling over 16,000 km across 16 countries. In early 2025, he followed that by running solo across the full length of New Zealand. His story is one of unmatched endurance, resilience, and commitment to 247’s mission-driven lifestyle.
Russ Cook comments, “I’ve been a fan of 247 for a long time. They backed me during the Africa run and have continued to support me ever since, which means a lot. After years of doing these challenges solo, 247 Mission: Iceland gave me something different, being part of a team pushing together. It was so inspiring to be alongside such an elite team of athletes. Now I’m officially part of TEAM 247, I can’t wait for what’s next. This is just the beginning.”
Russ’s addition to TEAM 247 brings a new energy to its growing roster of athletes who are excelling across sport and endurance. Russ will be joining the likes of HYROX Elite 15 athletes James Kelly, Jake Dearden, and Michael Sandbach, CrossFit Games competitor Victor Hoffer, ultra runners William Goodge and Hercules Nicolaou, elite runner Alfie Manthorpe, and functional fitness athlete Gabby Moriarty.
George Heaton, Co-Founder and Creative Director of Represent: “Russ represents everything 247 stands for: relentless pursuit, resilience under pressure, and a mindset that doesn’t accept limits. What he’s achieved is already extraordinary, but it’s the way he goes about it, with purpose, grit, and full commitment, that makes him so inspiring. Watching his journey has fuelled my own fitness journey, and having him officially join TEAM 247 feels like the natural next step. What excites me the most is what’s still to come.”
Russ’s signing reinforces 247’s commitment to backing athletes who live and train with intent. As the brand continues to grow, it remains focused on supporting those who not only perform but also lead from the front, challenge the norm, and stay mission-driven every step of the way.
