247, the performance wear arm of Represent, one of the fastest-growing British fashion brands, has announced the signing of Elite 15 HYROX athlete James Kelly to its athlete roster: TEAM 247.
James joins 247 during the week of the HYROX World Championships where he is a favourite to stand on top of the podium in the Elite 15 race.
Hailing from the Sunshine Coast, Australia, Kelly burst onto the scene in late 2022, breaking the 60-minute barrier in his debut HYROX Pro race. Since then, he’s collected multiple titles, including wins at HYROX Hong Kong, Glasgow, and Atlanta in 2025.
Known for his smart race tactics and elite-level consistency, Kelly has clocked some of the fastest times in the sport’s history, including a personal best within a second of the world record. He also broke the Pro Doubles record with partner and fellow 247 athlete Jake Dearden. He now has his sights set on the ultimate prize: winning the 2025 HYROX World Championships.
Represent Clothing Creative Director, George Heaton
“With 247 I’ve always sought to build a team of athletes that inspire me. James is the embodiment of this: an athlete on his own mission, grinding day in day out to achieve his goal within his sport. From his breakthrough debut to now being on the verge of a world title, James is proving what happens when talent meets discipline.”
James Kelly – HYROX Elite 15 Athlete & Team 247:
“Joining TEAM 247 is more than just a partnership, it’s about aligning with a brand that shares my mindset and hunger to push limits. 247 is building something special, and I’m proud to be part of a team that embodies both grit and performance at the highest level.”
[wpcode id=”229888″]James joins HYROX Elite 15 athlete Jake Dearden, CrossFit Games athlete Victor Hoffer, and ultrarunner Will Goodge, at 247 as the brand continues to build a roster of athletes who are pushing the boundaries of human physical performance.
About 247 by Represent
247 is the performance wear arm of one of the fastest growing British fashion brand’s, Represent. The 247 collection was born in 2020 from the co-founder, George Heaton’s desire to create a range of clothing which can be worn anywhere, for every purpose and scenario. It is now the fastest growing arm of the business and has some of the world’s fittest athletes including Jake Dearden (HYROX), Michael Sandbach (HYROX), Victor Hoffer (CrossFit) and Will Goodge (Ultrarunner) as part of its TEAM 247 roster.
Its garments are the embodiment of relentless effort, refinement and constant progression. Each piece is the result of a meticulous design and production process, with expert craftsmanship being an unremitting factor running throughout every collection, silhouette and individual garment.
About James Kelly
James Kelly is Australia’s top male HYROX athlete who first took part in a race in 2022 in Birmingham without knowing what he was getting himself into. Having a background in Aussie Rules football, his residual fitness meant he impressively broke the hour. Since then, he has risen to the top of the sport as part of the Elite 15. Coming 3rd in the 2024 World Championships, James has since secured a personal best just one second off of the world record. He now aims to stand on top of the podium at this year’s World Championships in Chicago in June.
