Role: Creative and art direction, copy writing and graphic assets.
2XU Sailing was a new category for 2XU. Known for its high performance products in triathlon and base layers such as compression, it was a natural progression to enter a new high performance market where human performance would benefit from increased muscle support, muscle power and stamina.
The America’s Cup was a competition that aligned with 2XU’s brand proposition of Human Performance Multiplied and fitted with the premium sports brand aesthetic.
As yachts get faster, and every second counts, the effects on the body are harsher and equipment you use gets punished. You have to be at your at best and your gear has to be the best. The performance and recovery benefits offered by compression can be the secret weapon of any team wanting to perform at the highest level day in, day out.