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2XU Pty. Ltd. is an Australian multinational corporation engaged in the design, development and selling of sporting apparel including compression garments, triathlon, cycle, running, open water swimming and general fitness wear.[1][2][3][4][5] Founded in 2005 by Clyde Davenport, Jamie Hunt and Aidan Clarke, the company is headquartered in Melbourne, Victoria.[2][6]
2XU stands for "Two Times You," which symbolizes the multiplication of human performance.[6][7]
2XU has been worn by world champion athletes including triathlete Emma Snowsill and currently holds official alliances with organizations including Rowing Australia, the Australian Paralympic Committee, United States Ski and Snowboard Association, and the Australian Institute of Sport.[6][8][9]
In 2003, former triathlete Jamie Hunt and Aidan Clarke approached Clyde Davenport about creating a sportswear brand. Davenport had recently sold his eponymously-named underwear line.[6]
March 2012, 2XU acquired Sports Multiplied which was renamed 2XU North America.[2]
In May 2013, 2XU launched its interactive microsite, Athlete 2.0.[10] The site provided more tools to achieve multiplying athletic performance through its gear, recovery, workouts, and nutritional portals.[10]
Ownership
In 2011, Lazard Australia Private Equity acquired a minority interest share in the 2XU business.[11] In December 2013, L Capital acquired 40 percent of 2XU.[4][12]
The L Capital investment cost a reported A$75 million (US$68.3 million). L Capital is a private equity firm sponsored by French luxury retail company LVMH Group.[12][13]
Stores
Within Australia, 2XU is retailed in 12 of its own 2XU Performance Centres, and stocked in major sports stores across the country including Rebel Sport, Amart All Sports, Anaconda, The Iconic and MSAC.[14] In May 2013, 2XU opened its first Performance Centre in the United States, 2XU Santa Monica, in Los Angeles, California, and the company opened a store in the Fashion Island shopping centre in Newport Beach in June 2014.[15][16] Outside of Australia, 2XU has 24 distributors across 50 countries in Asia, Central and South America, Europe, and North America.[1][4]