Apparel and compression specialist, 2XU, has launched Athlete2-0.com, billed as an interactive microsite with practical, engaging tips. The site targets the ‘Athlete 2.0’ – ‘from weekend warrior to world class champion, who utilizes technology and the latest scientific findings to train smarter, not harder.’
Launched across the United States and Australia, Athlete 2.0 is an online hub with four portals – GEAR, RECOVERY, WORKOUTS and NUTRITION. Here, consumers will have access to exclusive fitness advice and research findings from acclaimed industry experts and 2XU Ambassadors including the likes of Dr Shona Halson (Head of Recovery, Australian Institute of Sport), Natalie Cook (5x Olympian and Gold Medallist), Jenny Kalmbach (Pro Standup Paddleboarder and 2011 SUP Awards Female Paddler of the Year) and Rick Hagedorn (Pro Speed and Sports Performance Coach) amongst others.
A fifth Athlete 2.0 portal, 2.YOU, will also encourage fan-generated content by way of Twitter and Instagram images hashtagged with #trainsmarter #2XU, showcasing the brand’s compression technology being utilized to enhance performance.
To encourage posts and drive social media engagement, 2XU will award a prize to one outstanding #trainsmarter #2XU image posted every week.
While Athlete 2.0 will offer comprehensive insights into 2XU’s compression technology, the site will also focus on the provision of practical advice surrounding recovery, workouts and nutrition as a means to enhance overall performance.
“At 2XU, we’re on a constant search for the latest technology to positively enhance performance of any athlete,” said Nick Lavidge, 2XU E-Commerce Channel Manager.
“Through Athlete 2.0, we’re pleased to offer a portal where athletes of all levels can discover how to train smarter and reach their goals quicker and more efficiently than ever before.”
Athlete 2.0 will be an on-going campaign and 2XU will celebrate its launch with a fully-supported online contest to win an Ultimate Athlete 2.0 Upgrade Pack. For two weeks starting on Monday 6 May, the sweepstakes will be hosted on athlete2-0.com and the brand’s main Facebook pages in North America and Australia: facebook.com/2XUNorthAmerica and facebook.com/2XUAustralia, with a winner drawn in each region.
The Ultimate Athlete 2.0 Upgrade Pack includes $1000 in 2XU Compression apparel, a SUUNTO Ambit 2S, Oakley Radar Lock sunglasses, and a GoPro HERO3 Black Edition camera.
Aidan Clarke, 2XU Co-Founder and Director of Sales and Marketing, said “2XU has a passion for performance and results. Although our garments are undoubtedly essential equipment for our customers, the 2XU Athlete 2.0 experience enables us to engage further with their lifestyles through training and other key aspects of their overall performance equation.”
