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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Its a informative post thanks for sharing

Galaxy Education

The people and process smarts needed to excel in omnichannel retailing

Read more

Blog Posts

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Post-Pandemic Business Playbook: An Opportunity Unlike Ever Before

Covid-19 created a shift in the customer and economic-based reality unlike anything most of us have ever experienced. Customers have changed from routinised pre-pandemic shopping behaviours to frequently purchasing new brands and suppliers.

Ofer Mintz

Associate Professor of Marketing, UTS Business School

Sign in