Most clothing is built for influencers and runways, performance clothing no longer has to perform. With the average runway a mere 20 metres long, we made ours the width of Australia. Challenging male model (and ultra athlete) William Goodge to simultaneously test, release and launch the 247 Represent brand in Australia as he took on some of the harshest conditions on planet earth. This was a collection 3,800,000kms in the breaking, ending on Bondi Beach with a world record as thousands of 247 fans joined William and we launched Australia’s first ever 247 store.