Experienced sports marketer drawn to thrill of the challenger chase with 2XU

Former Rapha Racing commercial leader and More Than Sport marketer joins sports apparel brand and returns to Australia

The thrill of the chase and building a challenge brand has wooed experienced sports marketer, Luke O’Shea, to the CMO’s post at sports apparel retailer, 2XU.

O’Shea officially stepped into the marketing leadership role in October and sits on the company’s executive leadership team. The remit includes contributing to overall commercial strategy and management of the global marketing, branding and product strategy and creative design.

The role comes off the back of a marketing career built across a range of sporting brands. Prior to 2XU, O’Shea spent just over three years in Hong Kong as regional commercial director for Asia-pacific at Rapha Racing, a position which encompassed marketing, brand strategy, channel performance, business development and go-to-market innovation.

Prior to this, he was global head of brand, digital and media for More Than Sport in Hawaii. O’Shea’s resume also includes marketing roles at Fox Sports, Icebreaker and Asics Corporation.

O’Shea told CMO the opportunity to join the challenger brand was a highly appealing one. He noted 2Xu’s strong brand and product heritage as other key reasons for his decision to sign-up.

“There is obviously a huge battle to create impact both from a branding and commercial aspect in such a competitive market,” he said. “But the opportunity that exists given the quality of the product, growth markets and consumer trends is something that drives us internally. It’s the thrill of the chase and being an underdog that excites us all.

“Bringing a renewed focus to the business along with a greater emotional connection to the consumer will enable us to win across our key categories not only here in Australia, but in global markets.”

O’Shea is replacing 2XU’s former global CMO, Alastair McCausland, who has since moved to AJ Hackett.

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