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2XU Launches #HeartNotHype

February 26th, 2015 | by Events Staff

2XU, the world’s most advanced engineer of compression apparel, has launched its first international brand campaign titled #heartnothype.

The new campaign from the Australian high performance sports apparel brand, on course to become a billion dollar entity within the next 15 years, is designed to highlight how compression 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.

2XU’s #heartnothype campaign will be 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.

The campaign will launch on February 24th, 2015 with an emotive Heart film featuring elite athletes training across multiple sports. The 2XU Heart film tells the story of athletes who truly put everything into their training, both physically and emotionally. It captures their journey as they train in 2XU compression clothing, demonstrating that by wearing 2XU AND putting their heart into a workout, they can train smarter, perform stronger and recover faster.

2XU Co-Founder and Sales & Marketing Director, Aidan Clarke said: “Heart Not Hype 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 learn more about the #heartnothype campaign go to


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