2XU HEAT Campaign Joel Shaddock

2XU HEAT Campaign


Research & Development

Renowned for its relentless focus on R&D, 2XU this season turned the spotlight on the performance of its world-leading compression and apparel garments in cold climates. Partnering with RMIT University in Melbourne, independent fabric specialists tested the performance of key garments from 2XU’s Winter 2019 collection on a 20-zone sweating thermal manikin inside a climate-controlled research chamber at 5°C, 0°C and –10°C.


The Results

2XU’s Winter 2019 collection was proven to not only keep athletes warm, but to create the ideal micro-climate for exercising in cold conditions. 2XU garments maintain the perfect temperature between the skin and fabric, providing protection from cold climates while releasing sweat vapour from the skin to ensure every athlete enjoys maximum comfort, regardless of the temperature outside.

2XU HEAT Campaign Joel Shaddock
2XU HEAT Campaign Joel Shaddock
2XU HEAT Campaign Joel Shaddock

Campaign Overview

As a fully integrated digital and retail in-store presentation, the HEAT campaign talks to its audience through photography and video across online, social and retail channels with goal to champion the HEAT product story.


We are proud to present HEAT: a product collection that has been researched, independently tested and proven to deliver real consumer benefit in an array of cold weather conditions. This is point of difference was our motivation to push the boundaries of the brand, disrupt our audience' expectations, and deliver something new and exciting.


BRING THE HEAT



2XU HEAT Campaign Joel Shaddock
2XU HEAT Campaign Joel Shaddock