#HeartNotHype is the new and innovative global campaign from 2XU. In case you aren’t familiar with the brand, the name, 'two times you’, represents their mission to multiply human performance. The campaign officially launched at the end of February, and a variety of activity is running across multiple channels, making the campaign hugely engaging and informative.
There are some really great sports and fitness brand campaigns emerging at the moment - I recently wrote about Reebok’s fantastic Be More Human campaign here - and this is is another of my favourites.
HEART NOT HYPE - WHAT IS IT ABOUT?
2XU’s products are all designed using science and compression technology, considering the importance of the blood and the heart in performance and recovery. However, this campaign isn’t just about physiology of the heart, it’s about passion.
The campaign is about putting heart into your performance, whatever and however that may be. It may be about expressing yourself through dance, or pushing yourself to your limits in the weights room, but ultimately it’s about doing what you do for the love of it (heart) and not just performing in anticipation of rewards and success (hype).
The emotive heart film for the campaign features athletes across various sports talking about wanting to be famous for their hearts, not their faces. The film captures the athletes' journeys as they train and put their heart into their workout.
The film makes it clear that it’s not about seeking fame or glory through performance, but putting heart into their performance and how the physiological benefits of wearing 2XU enables them to perform better.
To kickstart the campaign, 2XU hosted a #heartnothype summit in New York, with a panel of experts from across the world of sports performance discussing whether the heart can be trained to perform from both a physiological and an emotional perspective.
I tuned in to the live streaming and was fascinated by everything that they had to say. The abundance of research behind the 2XU products is incredible, and because they are so genuinely effective, they are used not only by athletes but by the military and by people simply looking to optimise wellbeing and recovery.
ULTIMATE PERFORMANCE TRAINING CAMP COMPETITION
Alongside the campaign, 2XU have also launched a competition to win a trip to an Ultimate Performance Training Camp in California, which includes:
+ Return flights to California, USA
+ 3 nights aoccommodation, meals + transfers
+ Extreme cross-training sessions
+ Strength, movement + mobility training
+ Recovery sessions
+ Speed + agility training
+ Sports nutrition, insights + advice
+ Training alongside + under the guise of world leading sports instructors, athlete + psychologists!
Simply head over to website and follow the instructions to enter, and be ready to share what putting heart into performance means to you.
2XU COMPRESSION PRODUCTS
I’m currently in the process of trialling some of the incredible 2XU gear, so look forward to another post soon detailing the specifics of how the products work, as well as my thoughts on the kit. In the meantime, get inspired by #heartnothype!