The most technical outdoor brand you’ve never heard of

In 2013, professional triathlete Gwen Jorgensen was training in Australia when she felt pain in her back leg. Did I just pull my hamstring? Jorgensen, one of those supernatural athletes who rarely injure himself, panicked. Her teammate, triathlete Aaron Royle, told her to wear compression tights and gave her a pair to wear overnight. When she woke up, it was like nothing had happened.

“It magically went away,” says Jorgensen. “Of course I hadn’t torn anything, but I thought, oh, the compression actually works.” That was her first experience with Australian brand 2XU (twice you) and last month, eight years after seeing their products, she signed with the company.

Perhaps you had a similar aha experience with compression technology or you are already a fan of 2XU. If not, that will change. A long-standing cult favorite in Australia and the triathlon world due to the quality and performance of its proprietary fabrics, the brand is in the process of completely reinventing itself before launching it in the US and diversifying its range of clothing beyond just compression clothing.

“In the past five or six years we’ve never really stood up for anything, so we took a step back and said, OK, what’s our role in society? What are people supposed to be doing? ”Says Luke O’Shea, who started out as Chief Marketing Officer a little less than two years ago. “We want people to do more sports. We want people to take care of their health. “

2XU was born in Melbourne in 2005 as the brainchild of former professional triathlete Jamie Hunt. It was an outlet where he could turn his passion for sport into an obsession for performance fabrics. The brand has deep roots in triathlon and running, and its ethos is centered on the relentless pursuit of multiplying human achievement: to be 2XU or twice you. Decades of independent research from the Royal Melbourne Institute of Technology and the Australian Institute of Sport have gone into 2XU’s proprietary fabrics. Seemingly lofty claims, like the claim that compression products aid recovery and relieve pain, are backed by data and anecdotal evidence from everyone from new mothers to top athletes who incorporate 2XU into their daily (and overnight) lives.

Jorgensen attested to the benefits of compression she experienced firsthand with her son during pregnancy. “I’ve used 2XU throughout my pregnancy,” she said. “They have really good prenatal and postnatal support in their tights.”

Heidi See, an Australian runner from San Diego trying to qualify for the 5,000m Olympics, said, “You are super helping me recover. I’ve had so many injuries to my calves over the years that I feel like I have an extra layer of security. “

2XU athlete, two-time Olympian and four-time Ironman champion Brent McMahon likes his 2XU tights so much that he has been wearing the same pair for almost 20 years. “It’s not like putting on extra small tights when you’re one size smaller,” says McMahon. “Not only does the fabric stretch, it moves left to right, up and down and down the other axis, so a tight has at least seven or eight different panels that keep your calves under a different tension than your quads because you Quads are bigger muscles and are shaped differently. “


While professional technical items like McMahon’s popular tights continue to be at the core of 2XU’s offering, the company now applies its expertise to a carefully curated line of products that includes sports bras and running jackets, as well as fleece joggers and puffies. The goal is to make high-performing clothing that looks great, feels fast, and most importantly, makes your next run, ride, commute, or hanging up after a workout more enjoyable and convenient. “It’s all about inspiration,” says O’Shea. “We want to change someone’s life.”

See, who signed with 2XU in April, was immediately drawn to working with the brand. “As an athlete, you sometimes have the feeling that your worth is based entirely on your performance on the track,” she says. She was relieved to learn that her value to the brand lay not just in her racing results, but rather in the connections she was able to build within her own community. The most important thing, according to O’Shea, is to meet people where they are and help them reach their individual finish line, no matter what they look like. “The bottom line is that we want people to live healthier lives,” says O’Shea, “to make them feel alive. That’s all.”

2XU was founded in Melbourne in 2005 and has set itself the goal of creating a fitter and healthier world. That’s our why – why we show up hungry every day and why we continue to develop the world’s best performance sports equipment for athletes of all abilities to prepare, train and recover.

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