2XU

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2XU
Private
Industry Clothing
Founded January 2005
Founder Clyde Davenport, Jamie Hunt, Aidan Clarke
Headquarters Melbourne, Victoria, Australia
Area served
Asia, Central and South America, Europe, the United States and Canada.
Products Sporting Apparel
Website www.2xu.com

2XU Pty. Ltd. is an Australian multinational corporation engaged in the design, development and selling of sporting apparel including compression garments, triathlon, cycle, running, open water swimming and general fitness wear.[1][2][3][4][5] Founded in 2005 by Clyde Davenport, Jamie Hunt and Aidan Clarke, the company is headquartered in Melbourne, Victoria.[2][6]

2XU stands for "Two Times You," which symbolizes the multiplication of human performance.[6][7]

2XU has been worn by world champion athletes including triathlete Emma Snowsill and currently holds official alliances with organizations including Rowing Australia, the Australian Paralympic Committee, United States Ski and Snowboard Association, and the Australian Institute of Sport.[6][8][9]

History[edit]

In 2003, former triathlete Jamie Hunt and Aidan Clarke approached Clyde Davenport about creating a sportswear brand. Davenport had recently sold his eponymously-named underwear line.[6]

In March 2012, 2XU acquired Sports Multiplied which was renamed 2XU North America.[2]

In May 2013, 2XU launched its interactive microsite, Athlete 2.0.[10] The site provided more tools to achieve multiplying athletic performance through its gear, recovery, workouts, and nutritional portals.[10]

Ownership[edit]

In 2011, Lazard Australia Private Equity acquired a minority interest share in the 2XU business.[11] In December 2013, L Capital acquired 40 percent of 2XU.[4][12]

The L Capital investment cost a reported A$75 million (US$68.3 million). L Capital is a private equity firm sponsored by French luxury retail company LVMH Group.[12][13]

Stores[edit]

Within Australia, 2XU is retailed in 20 of its own 2XU Performance Centres, and stocked in major sports stores across the country including Rebel Sport, Amart Sports, Anaconda, The Iconic and MSAC.[14] In May 2013, 2XU opened its first Performance Centre in the United States, 2XU Santa Monica, in Los Angeles, California, and the company opened a store in the Fashion Island shopping centre in Newport Beach in June 2014.[15][16] Outside of Australia, 2XU has 24 distributors across 50 countries in Asia, Central and South America, Europe, and North America.[1][4]

Sport affiliations[edit]

2XU has since graced the bodies of multiple world champion athletes such as LeBron James, Stephen Curry and Connor Mcgreggor. It has also graced the bodies of many celebrities such as Hugh Jackman and Sofia Vergara. 2XU has become the official compression partner to some of the world’s best teams, and been the secret recovery weapon to most pro basketball and football teams. 2XU is designed and tested in consultation with world-renowned universities and sport scientists.

Some of 2XU's partners include the Australian Institute of Sport (AIS), Ironman, Australian Paralympic Committee (APC), Athletics Australia, AFL, United States Skiing Association (USSA), Rowing New Zealand, Rowing Canada, Swimming Australian and many more.

2XU was the apparel supplier of the Gold Coast Football Club in 2013 and 2014.[17]

2XU sponsors multiple sports teams and events, including the Surrey Men's League, a company-sponsored cross-country league, and the 2XU Compression Run, a half-marathon held annual in Singapore since 2011.[18][19]

It also sponsors 2XU Stroke & Stride, a swimming and running biathlon located in New Zealand, as well as the 2XU Great Ocean and Otway Classic Ride, a bike ride that starts and ends in Torquay.[20][21]

The company also sponsors 2XU New Zealand Davis Cup, a tennis team.[22] 2XU is the official compression supplier to the Australian Institute of Sport, Ironman Triathlon, and for the U.S. Ski and Snowboard Association.[14]

2XU were the title sponsor for the Hervey Bay Triathlon in 2011, 2012 and 2013, but this deal ended after the 2013 event as 2XU declined to pay the funds then attempted to sue the volunteers who ran the event.

See also[edit]

References[edit]

  1. ^ a b "2XU Case Study". Microsoft. 19 March 2012. Retrieved 2 November 2014. 
  2. ^ a b c "Lazard Backed 2XU Acquires Sports Multiplied". Asian Venture Capital Journal. 28 March 2012. Retrieved 2 November 2014. 
  3. ^ Tom Pollak (13 January 2014). "Latest Hercules Wimbledon news: Surrey cross-country title hopes are fading". Kingston Guardian. Retrieved 2 November 2014. 
  4. ^ a b c Sue Mitchell (2 December 2013). "2XU gears up for global role". The Australian Financial Review. Fairfax Media Management. 
  5. ^ Debra Smith (29 December 2013). "How to run in comfort during Northwest winters". Herald Net. Retrieved 2 November 2014. 
  6. ^ a b c d Larissa Ham (15 November 2012). "Brand champion makes global strides". The Age. Retrieved 2 November 2014. 
  7. ^ Chow Yong Jun (2 April 2013). "2XU Compression Run 2013: Hope and Courage Multiplied". Run Society. Retrieved 2 November 2014. 
  8. ^ Rebekka Wake (22 March 2011). "2012 Aussie Paralympic Team Chooses 2XU". Australian Paralympic Committee. Retrieved 2 November 2014. 
  9. ^ "Sponsors". Australian Sports Commission. Retrieved 2 November 2014. 
  10. ^ a b "2XU Launches Interactive Athlete 2.0 Campaign and Sweepstakes". Endurance SportsWire. 6 May 2014. Retrieved 2 November 2014. 
  11. ^ Kitney, Damon. "Wylie to shift 2XU expansion plans up a gear". The Australian. Retrieved 20 June 2013. 
  12. ^ a b Andrew Woodman (2 December 2013). "L Capital Acquires 40% of 2XU, Lazard sees 2x Multiple". Asian Venture Capital Journal. Retrieved 2 November 2014. 
  13. ^ Melinda Oliver (2 December 2013). "2XU gets $75 million boost from LVMH's L Capital Asia to fuel international growth". SmartCompany. Retrieved 2 November 2014. 
  14. ^ a b "2XU Performance Centre opens at Melbourne Sports and Aquatic Centre". Aussie Leisure. 9 October 2014. Retrieved 2 November 2014. 
  15. ^ "2XU opens second retail store, hires USA president". Bicycle Retail. 9 June 2014. Retrieved 2 November 2014. 
  16. ^ "2XU Newport Beach Grand Opening in Fashion Island". Guest of a Guest. June 2014. Retrieved 2 November 2014. 
  17. ^ "New look SUNS twice the team with 2XU - goldcoastfc.com.au". goldcoastfc.com.au. Retrieved 2017-04-18. 
  18. ^ "20,000 To Run 2XU Compression Run In Support Of Daffodil Days". Run Society. 1 March 2013. Retrieved 2 November 2014. 
  19. ^ "2XU Compression Run raises $35,000 for S'pore Cancer Society". AsiaOne. 2 March 2014. Retrieved 2 November 2014. 
  20. ^ "2XU Stroke & Stride - Race 7". Beginner Triathlete. 7 March 2012. Retrieved 2 November 2014. 
  21. ^ Beaumont, Lucy; Kermond, Clare; James, Fiona; Greenblat, Eli (22 March 2013). "Swim, Bike, Run, Walk". The Melbourne Magazine. John Fairfax Holdings Limited. 
  22. ^ "Dave Worsley". FuseWorks. FuseWorks Media. 4 April 2013. 

External links[edit]