2XU Appointed Aaron Brown to Lead North American Growth
The performance brand has named Aaron Brown as its new Head of Wholesale & Business Development for North America.
Updated on Sept. 23, 2026 in People
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Melbourne-based performance brand 2XU has appointed industry veteran Aaron Brown to oversee its wholesale and strategic business development in the United States and Canada. This strategic hire aims to support the company as it enters its next phase of international expansion.
Why it matters
The addition of an experienced executive to lead regional operations is a core component of the brand's efforts to scale its footprint in the competitive North American market. It reflects a broader institutional focus on accelerating growth through professional management and partnerships with athletes.
Aaron Brown brings over two decades of commercial experience to the role, including more than a decade spent at Under Armour and a recent tenure as Vice President of Global Sales at HydraPak.
The players
Aaron Brown
He is the new Head of Wholesale & Business Development for North America at 2XU who previously held leadership roles at HydraPak and Under Armour.
2XU
This is a performance brand founded in Melbourne, Australia, that focuses on athletic apparel and innovative sports technology.
Harry Markl
He serves as the Chief Executive Officer of the performance brand 2XU.
Mathew Hayward
He serves as the Chief Operating Officer and Chief Marketing Officer for 2XU.
The details
Brown will manage 2XU's wholesale operations and strategic business development while coordinating with the brand's network of professional athletes and sporting organizations across North America. The company also confirmed plans to continue its current trajectory of increased investment in product innovation.
Timeline
September 23, 2026: 2XU officially announced the appointment of Aaron Brown.
Market Landscape
This executive hire fits into the broader industry pattern of international athletic brands aggressively recruiting domestic talent to navigate mature North American retail landscapes. It underscores a competitive shift where firms are prioritizing strategic regional partnerships to capture greater market share.
Customers can expect a more integrated experience as the brand strengthens its relationships with North American sporting organizations and local athletic networks. These operational changes are intended to streamline distribution and improve the availability of high-performance products.
The takeaway
The appointment signals a significant shift toward professionalizing regional management for global brands. Investors and consumers should watch for how this leadership change influences future product availability and strategic retail partnerships in the coming fiscal year.
Further reading
For more news regarding industry leadership changes, visit the People section.
Live Poll
Do you trust that major performance brands maintain product quality during rapid North American expansion?
