#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.


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 heart is our engine. It drives our blood and feeds our muscles. It shapes our recovery and optimises our performance. 2XU Compression supports our engine and shapes how we recover, train and perform. It’s about heart, not hype.

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.

If you get chance, I highly recommend watching the on demand version of the #heartnothype summit (there’s also a shorter video of the summit highlights) to hear what the experts have to say.



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.


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!

Reebok "Be More Human": A Brand Campaign To Be Excited About

Reebok Be More Human Spartan Race

At the beginning of this month, Reebok launched their new fully-integrated marketing campaign, “Be More Human”, and as soon as I spotted it, I fell in love with it. It’s a brand campaign that I’m really, genuinely excited about. I love that the concept encourages people to live up to their full potential and to be a better human, not just a better athlete. 

“How will you honour the body you’ve been given?"

This notion is in keeping with the new brand logo that was revealed last year: the Reebok delta. While the delta is a symbol of change, the Reebok delta has three distinct parts, representing the physical, mental and social changes that occur when people push themselves beyond their perceived limits and embrace an active and challenging life.

What I especially like about this multi-channel campaign, is that there are so many elements to explore and immerse yourself in.

Freak Show: The Brand Film

It was the Freak Show brand film that first drew my attention to the new campaign. I found it totally captivating and motivational. It acknowledges fitness as a lifestyle and a means of self-improvement.

“We’re not out here flipping tyres to be better tyre flippers. We’re doing it to be better, period… Better, stronger, more determined humans."

Be More Human Online Experience

The Be More Human Experience is the online destination of the multi-channel campaign, where there are lots interactive tools to discover. 

Grey Matters

A better workout can build a better brain, and this interactive grey matter visualiser shows you how. 

Science shows that a proportional relationship exists between the intensity and complexity of our exercise and the amount of benefit to the brain. This element of the Be More Human Experience demonstrates how different activities stimulate neurotransmitters (emotion and cognitive action), the cerebellum (smooth mental and physical movement), the corpus striatum (TBC), the hippocampus (memory) and the frontal cortex (executive functioning). It’s totally fascinating!

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The Human Score

Science journalist David McRaney was asked by Reebok to design The Human Score test. It looks at human traits and the role that physical fitness plays in the equation. The Human Score Video explains the background of the test a little more...

“Many studies have shown that grit outperforms talent in many situations…"

I love stuff like this and couldn’t wait to take the test. It was really simple, fun and eye-opening; it made me think about the things that I value. I think that my score and description are pretty accurate too!

Reebok The Human Score The Blonde Ethos Results
Reebok The Human Score Brain Buff The Blonde Ethos

What’s your human score? Leave me a comment or tweet me to let me know!

Break Your Selfie

Finally, the #BreakYourSelfie element of the campaign is all about capturing you and your life with fewer filters. Reebok are encouraging people to post pictures of themselves at in their broken, sweaty, post-workout states. 

My Verdict

I really like the inspiring and gritty vibe of the campaign, but I’m not sure that I could be fully immersed in the concept of non-stop punishment, spending every day ‘beaten, and muddy, and sore’ (is that really good for anyone?!).

However, I love the idea that tough fitness has the power to transform lives, sharpen the mind, strengthen human bonds and liberate human potential. I fully endorse constant progress and pushing your personal limits. I’ve been totally inspired by this campaign. Have you?