2XU appointed Aaron Brown, who formerly led sales at HydraPak and Under Armour, as head of wholesale & business development, North America.
Brown joins 2XU as the Australian-based activewear brand increases its focus on North American expansion following the 2024 acquisition by TriVantage Holdings, a Singapore-registered special-purpose vehicle.
Led by CEO Harry Markl and COO and CMO Mathew Hayward, 2XU has “strengthened 2XU’s Australian home market and built the platform for the brand’s next stage of international growth.”
Brown’s appointment is an important step in that strategy.
As head of wholesale & business development, North America, Brown will lead 2XU’s wholesale and strategic business development agenda across the U.S. and Canada. His mandate will include strengthening existing retail and specialty partnerships, developing new commercial opportunities and expanding 2XU’s presence across the performance sporting goods market.
He will also work closely with 2XU’s established network of athletes, sporting organizations and partners as the brand builds greater relevance and visibility across North America.
Brown brings more than two decades of commercial and sporting goods experience to 2XU. Most recently, he served as VP of Global Sales at HydraPak, with responsibility spanning global revenue strategy, sporting goods, run specialty and outdoor retail, OEM partnerships, international distribution and commercial development.
Prior to HydraPak, Brown spent more than a decade at Under Armour, ultimately serving as director of sales. His responsibilities included North American commercial strategy and leadership across key and specialty accounts in the United States and Canada, encompassing sales, merchandising, go-to-market execution, marketing, e-commerce, inventory and commercial planning.
“North America represents a significant opportunity for 2XU, but our approach is not about growth at any cost. We want to build the market properly — through great product, great partners and an authentic performance proposition,” said Markl. “Aaron understands the North American sporting goods landscape, understands specialty and understands how to build long-term commercial partnerships. He joins us at exactly the right point in our journey.”
“2XU has an incredible foundation to build from. The brand has genuine credibility with athletes, particularly in compression and triathlon, and there is significant opportunity to introduce the broader 2XU performance proposition to more consumers across North America,” said Brown. “I’m excited to work with our existing partners, develop new relationships across the United States and Canada, and help build the next chapter of 2XU in this market.”
Brown will be based in the United States.
Images courtesy 2xu
