2XU worked with us to build the hype around monthly product drops in their retail outlets. Although the core promise of compression, performance and recovery remained true with every product they produced, they wanted to find a way to make the most of limited edition styles that could nod lightly to fashion without alienating their core market - people pushing themselves physically while they worked out. We developed a number of highly successful one-off campaigns that saw products frequently sell out, all built around the insight that athletes need to earn the right if they want to stand out.