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As a fitness brand who's core values revolve around training, a critical part of our customer engagement is hosting in-store activations. Events were instrumental in driving brand awareness. We attended to our market need in two points: (1) addressing the LA region's wants of having a killer body and (2) creating a community of athletes.
We ran a study where participants were asked, "If 2XU were an apartment, what would it look like?" The results showed that 2XU was different from our competitors because we were dark and edgy. Participants spoke of a dark apartment with weights and barbells in the corner. Our marketing efforts are aligned with this intense dark visual branding branding.
Although an performance driven brand, it is critical to understand that 2XU is competing in the fashion industry. How do we use our unique selling proposition (performance apparel) to our advantage in the fashion industry? Collaborating with brands like Yeezy helped us leverage our USP.