2XU, the world’s most advanced engineer of compression apparel, hosted its first Heart of Performance Summit in New York City, streamed live via www.2xu.com/heart.
Chaired by Jonathan Coachman, Anchor for ESPN Sportscenter, the 2XU Summit featured a panel of elite international sports experts including; Dr Shona Halson, Senior Physiologist, Australian Institute of Sport, Dr John Sullivan, Sports Psychologist, Jeff Nichols, Sports Physiologist and Former Navy Seal, Jeremy McGhee, Adventurer and Aidan Clarke, 2XU Co-founder.
Drawing on their impressive individual careers to date, the world leading panellists engaged in a passionate debate around a topic not previously explored – ‘Can you train the heart?. Sharing practical insights on the heart of performance, the panel also took direct questions from the live audience of select international media and key influencers.
The 2XU Heart of Performance Summit also served as the launching pad for 2XU’s first truly global brand campaign, #HEARTNOTHYPE. In addition to the panel debate, the Summit also included the world premiere of 2XU’s anticipated 5 minute #HEARTNOTHYPE film, which tells the story of athletes who put absolutely everything into their training, both physically and emotionally. The film captures the athletes’ journey as they train in 2XU compression clothing, demonstrating that by cloaking themselves in seriously intelligent equipment, and putting their heart into a workout, they can train smarter, perform stronger and recover faster than ever before.
The fully integrated 2XU #HEARTNOTHYPE campaign is designed to highlight how technical compression apparel 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.
In line with 2XU’s distribution into over 60 countries around the world, #HEARTNOTHYPE is 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.
Watch the #HEARTNOTHYPE video below:
Now live on the 2XU #HEARTNOTHYPE microsite www.2xu.com/heart, the contest will run through to midnight March 26, 2015. To enter, fans are invited to:
1. Watch the brand’s new #HEARTNOTHYPE film
2. Upload their response to “What does putting heart into performance mean to you?” via 100 words or less AND/OR a video AND/OR photo
3. SHARE their entry on social media and encourage their friends to vote. The more votes, the greater the entrant’s chance of winning!
To take part in the competition, entrants must be over 18 at the time of entry and a resident of a participating country*. Entrants must also be available between the dates of April 12-19, 2015 when the 2XU Ultimate Training Camp will take place in California, USA.
Full terms and conditions are available at www.2xu.com/heart.