Emotion intensifies around a finish line - on one side pain peaks, on the other pleasure begins. 

Finish lines are regions incomparably rich with feeling - and they are more abundant than many realise.

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Our idea

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To own the world on either side of the finish line, every finish line, showing that 2XU helps you generate greater pleasure from your invested pain, whether you’re in the gym, on the track, in the water or on your garage floor. 

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The art direction was inspired by the way thoughts rattle around in your head when you are under fatigue. They come from every angle and are constant. Only photos shot at the peak of pain, or at the start of ecstasy would be used. Film cameras would only start to roll once heart rates hit a certain target.