Sports apparel company 2XU launches new consumer-focused campaign via haarper


2XU has teamed up with creative agency haarper to launch a new campaign, shifting away from its traditional messaging of the ‘data and science’ behind its garments.


With an aim to focus on the consumer and how the products integrate into their lives, 2XU wanted to show how it understands ‘you’ and the ‘hard work you put in behind the scenes.’

Says Liz Coburn, trade marketing manager at 2XU: “The focus for this campaign is on the connection with the consumer. It’s about cutting out the noise and making a memorable impact. We understand that your hard work is done behind the scenes and we want to celebrate that.”

The concept, strategy, creative direction and production was driven by haarper, who recently launched in Melbourne.

Dan Wilkins, founder and head of strategy at haarper, worked with the 2XU team to push their creative boundaries and create this consumer-focussed campaign, which will roll out across the 2XU website, EDM’s, social media channels and POS in retail stores.

Says Wilkins: “The key message of this campaign is “Behind The Scenes.” It’s an acknowledgement that the 2XU consumer has their own definition of performance. That might be as simple as motivating each other to get out of bed in the morning, and go for a run. We demonstrated via a series of stories how 2XU assists them in reaching their level of peak performance, in ways they can relate to.”