#HEARTNOTHYPE is the first truly global brand campaign we have embarked on, and provides us with the opportunity to connect with new and existing consumers on an emotional and functional level, driving relevance and bonding.
New York, New York (PRWEB) February 24, 2015
Today, 2XU, the world’s most advanced engineer of compression apparel, hosted its first Heart of Performance Summit in New York City, streamed live via http://www.2xu.com/heart.
Chaired by Jonathan Coachman, Anchor for ESPN Sportscenter, the 2XU Summit featured a panel of elite international sports experts including; Dr Shona Halson, Senior Physiologist, Australian Institute of Sport, Dr John Sullivan, Sports Psychologist, Jeff Nichols, Sports Physiologist and Former Navy Seal, Jeremy McGhee, Adventurer and Aidan Clarke, 2XU Co-founder.
Drawing on their impressive individual careers to date, the world leading panellists engaged in a passionate debate around a topic not previously explored - ‘Can you train the heart?' Sharing practical insights on the heart of performance, the panel also took direct questions from the live audience of select international media and key influencers.
The 2XU Heart of Performance Summit also served as the launching pad for 2XU’s first truly global brand campaign, #HEARTNOTHYPE. In addition to the panel debate, the Summit also included the world premiere of 2XU’s anticipated 5 minute #HEARTNOTHYPE film, which tells the story of athletes who put absolutely everything into their training, both physically and emotionally. The film captures the athletes’ journey as they train in 2XU compression clothing, demonstrating that by cloaking themselves in seriously intelligent equipment, and putting their heart into a workout, they can train smarter, perform stronger and recover faster than ever before.
The fully integrated 2XU #HEARTNOTHYPE campaign is designed to highlight how technical compression apparel supports the key driver of human performance – the heart. By heightening circulation and venous blood flow to the heart, compression garments enable athletes to train smarter, perform stronger and recover faster.
In line with 2XU’s distribution into over 60 countries around the world, #HEARTNOTHYPE is backed by a large-scale global drive across multiple touch points including point of sale, earned media plus digital and social channels with a focus on the stories and experiences of those who embody #HEARTNOTHYPE ideals.
Keith Jones, Senior Vice President of Basketball Operations and Head Athletic Trainer for the Houston Rockets, has been recommending 2XU compression clothing to his athletes for years.
“The simple fact is that these days the physical demands on the professional athletes is enormous. Athletes are training harder to play more games and perform at even greater levels than ever before. In order to be able to do this, it is fundamental that they can recover. This is why I choose 2XU compression for my athletes at the Houston Rockets and why 29 out of 30 NBA teams are using 2XU compression apparel.”
2XU Co-Founder and Sales & Marketing Director, Aidan Clarke said: “#HEARTNOTHYPE is the first truly global brand campaign we have embarked on, and provides us with the opportunity to connect with new and existing consumers on an emotional and functional level, driving relevance and bonding. This powerful, innovative campaign demonstrates our position as leader in compression apparel, supporting the key driver of human performance – the heart.”
To see the #HEARTNOTHYPE film visit http://www.2xu.com/heart
2XU is endorsed at the highest level of athletic performance. 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, NBA, Swimming, Netball, AFL, Soccer, NRL, NFL and Running. 2XU is also the exclusive Official Compression Supplier to the Australian Institute of Sport and United States Ski and Snowboard Association.
Founded and based in Melbourne, Australia; 2XU’s philosophy is to create products which will advance human performance. 2XU employs fabric and construction technology to take you beyond what you previously thought possible. 2XU is fast becoming the most technical performance sports brand on the planet. Worn by multiple world champions, endorsed by sports institutions the world over and praised by professional athletes from all disciplines, 2XU understands what is needed to be the best. Developed by athletes for athletes.