2XU

Global

WORK DESCRIPTION

Creative Direction,Creative Strategy, TOV, Copywriting, Design Strategy, Brand Guidelines, Graphic Design, Packaging Design, Retail Design, Photography, Retouching

INDUSTRY

Sports Design, Compression, MMA, Triathlon, Ironman, Running, Training, Cycling, Team Sport

ABOUT 2XU

2XU (pronounced "Two Times You") started out as a specialist run and triathlon brand, 2XU has grown to become the world’s most technical sportswear company, driven by a relentless pursuit to multiply human performance. 2XU garments are proven by independent, scientific research to deliver real physiological benefits to athletes of all abilities. Backed by Louis Vuitton Moët Hennessy (LVMH), 2XU is available in more than 70 countries worldwide. NBA teams, NFL teams, the US Navy SEALs, Olympians, world champions and celebrities all choose to train, perform and recover in 2XU.

OBJECTIVES

The initial objectives were to fast track the Compression Division across all consumer touch points. Following the success of a global campaign pitch that won accolades from Lazard Group, LVMH & Regency Films, the objectives for 2XU pivoted to developing and driving the brand DNA in collaboration with marketing by articulating a consistent look and feel across all touch points of the brand experience. This included creating the brand guidelines and strategic blueprint for creating content for the brand both internally and externally across 70+ countries to respond to cultural differences and expectations in global brand locations. Many seasonal activations, product category narratives such as thermal, cooling, lightweight, compression were delivered over this time as well as providing direction for retail, e-commerce, marketing/design, product design and creative strategy.

GLOBAL BRAND CAMPAIGN ROLLOUT
HEART NOT HYPE - CREATIVE  STRATEGY, CREATIVE DIRECTION, GRAPHIC TREATMENT & DESIGN

The Heart Not Hype campaign was created as a response to solving the ongoing obstacle of confused consumer understanding of what compression actually does. The insight for the campaign was based on the fact that compression is a commercialized medical product that increases bloodflow - therefore helps heart function. The single minded proposition for the campaign was that compression powers the key driver of human performance - the heart. This proposition owns territory in the metaphysical (having the emotion of 'heart') and the physical (improved heart function). The pitch for this idea bested three creative agencies with significant reputation in the creative industry.

SALES TOOL KIT
2XU WARBOOK

TECH STORY TELLING & CAMPAIGN ROLLOUT
2XU COMPRESSION - MCS

SPORT SPECIFIC RANGE CATALOGUE
2XU SAILING - AMERICAS CUP - SOFTBANK JAPAN

SEASONAL CATALOGUE & TECH STORY TELLING
COOLING & LIGHTWEIGHT

BRAND EXPRESSION GUIDELINE
THE DNA OF 2XU

ART DIRECTION
TRIATHLON

PACKAGING
SPORTS UNDERWEAR

The key insight in working for 2XU was understanding the founders' vision for the brand and expanding that thinking across product and campaigns. Valuable insight came from understanding innovations in product and linking those innovations to a compelling marketing language that was easily understood by the consumer and easily understood by global sales and marketing teams.

This didn't mean dumbing down tech or stripping out the science, but extracting single organising ideas from innovation and articulating them in a unique way that could be owned by the brand. Examples of this were Compression For Recovery, Hyoptic - Reflective, MCS - Muscle Support,
GHST - lightweight.