Louis Vuitton-backed Australian sportswear brand 2XU has entered a new partnership.
2XU has signed an exclusive sponsorship with World Champion Australian triathlete, Craig Alexander and his triathlon coaching company, Sansego.
2XU is backed by L Capital, the Asia-based private equity arm of LVMH.
Australia’s ‘Crowie’ is a three-time Hawaii Ironman World Championship (Kona) winner and two-time Ironman 70.3 World Champion.
The new official 2XU Ambassadorship will see Craig train, compete and recover in 2XU’s Triathlon and Compression apparel for the next two years.
In addition, Craig’s leading triathlon coaching brand Sansego will be supported by 2XU for the next two years; working together to develop ‘Sansego Performance’ – a new line of specialist high performance sports apparel for triathletes.
Throughout the relationship, Craig will work with 2XU on product research and development.
2XU director of sales and marketing Aidan Clarke said he welcomed the partnership.
"Craig is one of the most inspirational athletes on the planet.
"His insight into the technical requirements for triathlon apparel will offer us an undoubted edge on our competition ensuring we remain at the forefront in design, function and innovation in apparel.
"It’s these types of athletes and partnerships which drive us further and motivate us to perform."