#HEARTNOTHYPE is a new and innovative campaign coming soon from multisport apparel brand 2XU. The campaign aims to articulate the powerful role compression plays in supporting the key driver of human performance – the heart. According to 2XU, this is a ‘truth no other sports brand has explored to date.’
2XU will launch #HEARTNOTHYPE with an emotive Heart film featuring elite athletes from across multiple sports – telling and showing stories of athletes who put everything into their training, both physically and emotionally.
Heart captures the athletes’ journey as they train in 2XU compression clothing, demonstrating that by wearing 2XU and putting their heart into a workout, they can achieve ‘human performance multiplied’.
The athletes in the film talk about wanting to be famous for their heart not their face. According to 2XU, it’s not about seeking fame or glory through performance, but putting heart into a performance and how the physiological benefits of wearing 2XU enables them to perform better. ‘It is quite simply Heart not Hype.’
2XU will start to seed the #heartnothype campaign on 9 February 2015, with an official launch of the Heart film on 24 February.
