case studies.

SUCCESS STORY: 2XU

2XU is an Australian sports brand well used and loved by triathletes, trail runners and athletes in the elite sports community. 2XU’s high-tech and innovative athletic apparel lives up to its tag line: Human Performance Multiplied.

THE TASK:

Take 2XU to a wider audience in Hong Kong, building out from elite sports brand to a sports lifestyle brand with big appeal for active and fashion-aware consumers.

THE CHALLENGE:

Expand 2XU’s retail footprint and consumer base without diluting the professional potency of the 2XU brand.

PLUG IN ACTION:

We made 2XU work hard, play hard – just like our target audience. We placed 2XU product in context – the right high performance experience with the right hosts to deliver our messages.

THE RESULTS:

We increased 2XU’s retail footprint and 2XU’s sell-in to retailers also increased as a result of Plug’s PR efforts. Our three-phase campaign worked to move 2XU from the sports to the lifestyle sections of Hong Kong’s most influential media. Plug’s campaign with 2XU won gold at Marketing Magazine’s 2014 Hong Kong PR Awards for “Best Product Launch.” 2XU and Plug also bagged a silver for “Best Sports PR Campaign”!

COVERAGE HIGHLIGHTS: (click to download PDF)