2XU Appointed New North American Sales Lead
The performance brand has hired Aaron Brown to oversee its wholesale strategy and business development in the U.S. and Canada.
Updated on Sept. 23, 2026 in People
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2XU has appointed Aaron Brown as its new Head of Wholesale & Business Development for North America. Brown will manage the company's wholesale operations and strategic partnerships with athletes and sporting organizations in the United States and Canada.
Why it matters
The hire signals a shift in the Melbourne-based brand's commercial strategy as it prioritizes deeper market penetration in North America. This leadership change comes as the company balances its international growth with a renewed focus on product innovation.
Aaron Brown brings more than a decade of experience from his time at Under Armour and two decades in the sporting goods industry to the new role. This appointment follows two years of business strengthening at 2XU following its corporate acquisition.
The players
Aaron Brown
The new Head of Wholesale & Business Development for North America with two decades of industry experience.
2XU
A performance apparel brand founded in Melbourne that specializes in technical gear for athletes.
Harry Markl
The current CEO of 2XU who oversees the brand's global growth strategy.
Mathew Hayward
The COO and CMO of 2XU responsible for the brand's operations and marketing functions.
Under Armour
A major multinational sporting goods company where Brown previously spent more than a decade.
The details
Brown is tasked with scaling 2XU's footprint by integrating wholesale channels with strategic athletic partnerships. By leveraging his background in established sporting goods organizations, Brown will aim to transition the performance brand from its Melbourne origins into a larger North American presence. His remit includes working directly with the company's existing network of professional athletes and sporting organizations to bolster brand equity and distribution.
Timeline
September 23, 2026: 2XU announced the appointment of Aaron Brown.
Market Landscape
This leadership expansion follows two years of organizational strengthening at 2XU since the brand's acquisition. It marks a shift from internal restructuring toward aggressive commercial scaling in key international markets.
Operators in the athletic apparel space should monitor how this hiring shift impacts regional wholesale pricing and partnership requirements. Businesses should watch for changes in distribution and brand presence as 2XU increases its footprint in North American retail channels.
The takeaway
The addition of a veteran leader with over ten years at a major global brand suggests that 2XU is prioritizing high-level channel management to drive expansion. Operators should track how the brand's forthcoming investment in product innovation influences their competitive positioning in North America.
Further reading
For more on industry leadership trends, visit the People section.
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Do you trust that major performance brands maintain product quality during rapid North American expansion?
