Built for performance,
sold at every shopper touchpoint
I was responsible for developing and rolling out shopper-facing creative across packaging, POS, retail advertising and wholesale support materials, ensuring a consistent performance story from shelf through to purchase. Within that, CustomSpec was one part of the brief: a global teamwear programme bundling performance apparel with the marketing communications needed to sell it, from grassroots clubs to AIS-level athletes.
Retail packaging built to read performance off the shelf.
Magazine, poster and POS advertising carrying genuine technical credibility.
A teamwear system flexible enough to deliver a unique kit per club, at scale.
2XU's product range was technical and extensive, spanning multiple categories and price points — the risk was losing creative consistency across packaging, POS, advertising and wholesale sell-in as the range and the CustomSpec teamwear programme both scaled.
Maintain one coherent performance story across every shopper touchpoint, from wholesale sell-in through to retail packaging and point of sale, while scaling CustomSpec into a credible AIS-level teamwear programme.
Developed a consistent packaging and advertising system — magazine and poster campaigns, technical sell sheets, packaging dielines and finished retail packaging — built to read performance off the shelf regardless of category.
Rolled out across magazine and editorial advertising, in-store POS and voucher collateral, men's and women's retail packaging, and a CustomSpec teamwear catalogue delivered to clubs and sponsors at scale.
Magazine and editorial advertising carried technical credibility to end consumers, while campaign imagery spanned every sport CustomSpec served.
Custom Spec 2XU magazine advertising — a print poster pair, alongside the finished Speed Merchant editorial spread used as this page's lead image.
"Prepare. Perform. Prevail." — the second editorial spread carrying the same performance story.
The sales flier below is a real, finished 2XU Compression advertisement — the kind of evidence-led performance claim that moves a considered athletic purchase.
Official AIS partnership sales flier, carrying an in-store discount voucher.
"It's In Our Fabric" campaign posters carrying the AIS partnership through to named-athlete endorsement.
Behind the consumer-facing campaign sat the materials that got the range stocked and onto shelf in the first place — technical sell sheets for buyers, structural packaging templates, and finished retail packaging built to the same identity.
Wholesale sell sheet — sizing chart, technical fabric detail and the 2XU compression benefit case.
Packaging dieline template — the structural artwork behind the finished retail box.
Elite MCS Compression Tights retail packaging, men's and women's.
I held one coherent shopper identity for 2XU across magazine advertising, posters, retail packaging and wholesale sell-in materials — managing a large, technical product range without losing creative consistency. Within that system, CustomSpec scaled from a single design process into a credible AIS partnership claim delivered across hundreds of team and retail touchpoints.