2XU Launches Interactive Athlete 2.0 Campaign and Sweepstakes

May 6th, 2013

2XU Leading Performance Apparel Brand Launches Site for the Cutting-Edge Athlete Who Utilizes Technology, Science and Innovation to Train Smarter, Not Harder

Carlsbad, California –2XU, the leader in high performance athletic apparel, is thrilled to announce the launch of Athlete2-0.com, an interactive microsite with practical, engaging tips for the “Athlete 2.0” – the athlete, from weekend warrior to world class champion, who utilizes technology and the latest scientific findings to train smarter, not harder. Launched across the United States and Australia, 2XU’s Athlete 2.0 is an online hub embodying the brand’s unyielding passion to multiply athletic performance through world-class apparel and equipment; delivering the tools required to meet the ideal of achieving personal athletic excellence.

Within the Athlete 2.0 site and its four portals – GEAR, RECOVERY, WORKOUTS and NUTRITION, consumers will have access to exclusive fitness advice and research findings from acclaimed industry experts and 2XU Ambassadors including the likes of Dr. Shona Halson (Head of Recovery, Australian Institute of Sport), Natalie Cook (5x Olympian and Gold Medallist), Jenny Kalmbach (Pro Standup Paddleboarder and 2011 SUP Awards Female Paddler of the Year) and Rick Hagedorn (Pro Speed and Sports Performance Coach) among many others.

A fifth Athlete 2.0 portal, 2.YOU, will also encourage fan-generated content by way of Twitter and Instagram images hashtagged with #trainsmarter #2XU, showcasing 2XU Compression technology being utilized to enhance performance.  To encourage posts, 2XU will award a 2XU prize to one outstanding #trainsmarter #2XU image posted every week.

While Athlete 2.0 will offer comprehensive insights into 2XU’s industry-leading Compression technology, the site will focus on the provision of practical advice surrounding recovery, workouts and nutrition as a means to enhance overall performance.

“At 2XU, we’re on a constant search for the latest technology to positively enhance performance of any athlete,” said Nick Lavidge, 2XU E-Commerce Channel Manager.

“Through Athlete 2.0, we’re pleased to offer a portal where athletes of all levels can discover how to train smarter and reach their goals quicker and more efficiently than ever before.”

Athlete 2.0 will be an on-going campaign and 2XU will celebrate its launch with a fully-supported online contest; WIN the Ultimate Athlete 2.0 Upgrade!  For two weeks starting Monday May 6, the sweepstakes will be hosted on athlete2-0.com and 2XU’s facebook pages; facebook.com/2XUNorthAmerica and facebook.com/2XUAustralia, with a winner drawn in each region.

Offering the ultimate, industry-leading tools for premium performance, the Ultimate Athlete 2.0 Upgrade Pack includes $1000 in 2XU Compression apparel, a SUUNTO Ambit 2S, Oakley Radar Lock sunglasses, and a GoPro HERO3 Black Edition camera.

Aidan Clarke, 2XU Co-Founder and Director of Sales and Marketing, echoed Lavidge’s excitement.

“2XU has a passion for performance and results,” said Clarke.  “Although our garments are undoubtedly essential equipment for our customers, the 2XU Athlete 2.0 experience enables us to engage further with their lifestyles through training and other key aspects of their overall performance equation.”

With a relentless commitment to engineering world-class garments from fabrics delivering tangible benefits to the wearer, 2XU sets the benchmark in high performance sports apparel.  Ongoing testing, research and consultation with professional sporting bodies, is integral to the brand’s winning formula.



About 2XU

2XU (“Two Times You”) was launched in January 2005, and is driven by a relentless company mission to advance human performance through the development of world-leading athletic garments.  In its first year, 2XU graced the skin of multiple World Champion athletes and has since formed powerful alliances and key partnerships with World Champions across the globe in numerous sports including Triathlon, Cycling, Swimming, Netball, AFL, Soccer, NRL, NFL, NBA and Running.  2XU is also the exclusive Official Compression Supplier to the Australian Institute of Sport, IRONMAN®, the U.S. Ski and Snowboard Association (USSA), US Ski Team, US Snowboarding, US Freeskiing, and the USSA Center of Excellence.

Founded and based in Melbourne, Australia, with North American Headquarters in Carlsbad, CA, 2XU is fast becoming the most technical sports brand in the world.  Designed and tested in consultation with industry experts, all garments employ intelligent physiological design, cutting edge performance fabrics and construction.

2XU, North America

2XU Launches Interactive Athlete 2.0 Campaign and Sweepstakes

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Sofia Whitcombe

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