We’ve had to wait an extra year for the Tokyo Olympics to finally happen, but now that they’re here, we’ve got so much great action to look forward to on the track and road. Team SA may not look as strong as it did going into the Rio Olympics in 2016, but we still have some great medal contenders amongst our athletes, and a number of young prospects raring to make their mark on the global athletics stage. – by Manfred Seidler
Author: Roxanne Martin
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Human Performance. Multiplied
Ares Group Acquires the ‘Punk Rockers’ of the Performance World
For those who aren’t submerged in the supernova whirlwind that is the ‘Tri Life’ you may ask yourself what is the 2XU hype all about and how does it impact the world of sports product offering and the appointment of Poseidon (Pty) Ltd. as new distribution partners for South Africa, you are about to find out.
2XU (Pty) Ltd. Is an Australian | New Zealand-based multinational corporation hell-bent on creating a fitter, healthier world. With innovation in performance compression and apparel across multiple sporting codes, 2XU is perfectly positioned to make waves in the South African performance arena.
Poseidon Distribution Partnership
It comes as no surprise that the apparel sector was one of the most heavily impacted in 2020 and as a result there are very few companies in the industry on the path of growth and acquisition. The ARES Group, parent company to Poseidon (Pty) Ltd. Is the exception to this rule and they are excited to welcome the 2XU brand into their performance stable, accompanying leading footwear and apparel brand, Under Armour.
Although the 2XU brand has been available in South Africa since 2013, the appointment of the new distribution partner gives the 2XU a platform for extensive expansion, through both DTC and wholesale trade partnerships. The 2XU (“Two Times You”) brand symbolises the multiplication of human performance, and with its’ realigned strategic direction, is a really good fit for the expertise held within The Ares Group.
“It’s really exciting to be adding 2XU to the ARES stable of performance brands. The brand offers unrivalled technical excellence which is paramount to athletes performing in SA and is deep within our DNA at Ares. For the initial seasons, we are focusing on the sharp point of the brand, namely compression and triathlon, before expanding into the additional technical categories. 2XU fills a much-needed gap in the market and judging by the global heat on the brand, we are in for a long and prosperous partnership.” says, Gareth Kemp; Managing Director of 2XU
When asked to comment on the reacquisition of 2XU in South Africa – owner and now Brand Lead Mariette De Villiers comments, “With the muscle of the ARES group behind us, it is exciting to be able to lead 2XU into its next chapter in the SA Market. We have a compelling product, a clear roadmap, a strong team, and some fantastic industry support. With all these elements lining up, I’m confident that 2XU will claim its place as a leader in compression and performance gear in SA.”
2XU will be available in selected Totalsports and Sportman’s Warehouse doors and online www.2xu.co.za
Human Performance. Multiplied.
As the world leaders in compression, 2XU takes a unique standpoint as being the ‘punk of sport’ in the performance world. These rule-breakers and the change-makers stand out from the rest with a unique brand handwriting communicated through their emotive content and graffiti-inspired artwork. With its origins routed in controversy, the brand lends this handwriting to a dual meaning – we’re here with or without permission to make the change and be the change, through driving inspiration.
“2XU has recently undergone a global rebrand, which has propelled it into an incredibly exciting chapter. With its roots firmly planted in tri, the brands fresh irreverence combined with its technical excellence has given it a very powerful identity and story-telling capacity enabling conversation directly with the thought
leaders and trailblazers of the industry. Its message is unmistakably performance, but with a fresh challenging brand tone that talks directly to the ‘punks of sport.” says Lorrianne Cloete; Head of Marketing 2XU, South Africa
Product Selection and Focus
Product selections see the brand take shape in the SA market through three key areas Compression, Tri Suits and various multisport accessories including compression calf guards and open water swim accessories such as goggles, silicone swim caps, and timing straps. Compression gear will range from R999 for core compression shorts and sleeves to R1599 for full compression longs.
Run to Clean Up Our Oceans!
Ahead of World Oceans Day on June 8, adidas is harnessing the power of sport and using it as a force for change, by inviting you to join in its world-wide campaign to unite and Run for the Oceans!
From May 28 to June 8, adidas x Parley Run for the Oceans is returning for a fourth year, continuing its commitment to urgently address the devastating levels of marine plastic pollution in the oceans. For every kilometre recorded during this period as part of the campaign, adidas is committing to clean up the equivalent of 10 plastic bottles from beaches, remote islands and coastlines!
How Do You Get Involved?
It’s as simple as downloading the adidas Runtastic app, going to the community tab and joining the “Run for the Oceans Challenge.“
Once joined, you can link the app to your training account, so any kay you run will automatically update to the app. It’s that easy! And to get you really motivated, we will be running competitions where you can put yourself in the running to win five adidas hampers valued at R2000 each!
What is it all about?
Since 2015, adidas has made more than 30 million pairs of shoes with Parley Ocean Plastic. that’s plastic waste intercepted on beaches and in coastal communities, preventing it from polluting the oceans. But whilst progress has been made on the journey towards a more sustainable future, there is still vital work to be done in reducing marine plastic pollution.
Alberto Uncini Manganelli, GM Running & Credibility Sports at adidas, said: “As a global brand, and as global citizens, we have a big role to play in conserving the oceans and our planet. It is our responsibility to use our platforms, products, and voices to not just raise awareness, but to put into effect real action. In just three decades, the world’s oceans could contain more discarded plastic than fish if we don’t act now – only by working together and uniting can we end plastic waste.
To-date, adidas x Parley Run for the Oceans has united over 3 million runners around the world, collectively clocking up 25.5 million KMs and raising $2.5 million to help Parley develop its initiatives and educational programs in the fight against marine plastic pollution. In 2019, 92 schools were enrolled in the program and are now educations hubs, as well as plastic interception points for the local community. As a result, 70,000 kids and their families participated in the program.
Cyrill Gutsch, CEO and Founder of Parley, said: “More than a run or awareness campaign, Run for the Oceans has evolved into a powerful impact platform, one that inspires and empowers millions of people worldwide to unite around a common goal and support the oceans through sport, boosting the Parley movement through actual movement. And more than a partner, adidas has been a true ally, the family member we so urgently needed on our side to prove that industry can be the key that scales and accelerates solutions to the massive environmental problems we face. We believe that collaboration, creativity, and eco-innovation is the winning formula to save our oceans and end the global plastic crisis threatening the natural world, our own health and our future. Everyone who joins the run helps drive this vision forward.”
But this is just the beginning for the global initiative. As announced as part of adidas’ strategy ‘Own the Game’ in March (2021), Run For The Oceans will be further expanded to create a more inclusive digital and physical community space. By 2025, adidas aims to achieve a cumulative participation of 40 million people.
You can be part of this amazing journey to action significant change and clean up our oceans, all by doing what you already love to do… Running!