Revolutionizing Comfort and Performance: Inside the Success Story of 2UNDR™

Discovering why 2UNDR™ stands out in today’s retail landscape is an exploration of innovation, comfort, and strategic growth. Jack Curry, VP of Sales at 2UNDR™ sheds light on their game-changing performance materials. With a focus on unparalleled support and comfort, 2UNDR™ captivates both consumers and retailers alike.

AGM: Can you share how 2UNDR is innovating in the ever-evolving retail landscape?

JC: The industry continues to support brands that enhance the personal experience for all modes of outdoor recreation. 2UNDR™ performance first-layer briefs are innovative products in the industry and take up a new product category. Our briefs not only make sport participation more enjoyable, but they also provide a new source of incremental revenue for specialty shops & retailers. 2UNDR™ products are even more relevant due to their proprietary patented design feature, #Joeypouch. With its No-Drip Tip ™, the #Joeypouch provides a unique level of personal support and comfort that performs well and is an absolute perfect fit. 2UNDR™ is an innovative product that benefits men across various activities and is fully endorsed by professionals and owners in shops, the PGA Tour, PGA of America, the outdoor industry, and TRE (Run category).

AGM: What sets you apart from your competitors?

JC:  We cannot think of too many people in sports that would not benefit from our patented Joeypouch™ technology. This pouch provides comfortable support while preventing unwanted skin contact and allowing for improved air flow. We offer 4 great styles of briefs in 3 leg length options, including a new Long John with our Joeypouch™. We’ve also added work from home, buttery soft modal/poly elastane blend tees, a new active short named Bodhi, a casual Gametime and Paradise short and pant, a 2N1 short named the “Juicy”™ that can be worn for swim or pickleball, and many more branded accessories.

mint recreation briefs
2UNDR Grey & Teal Sea Creatures Shorts Briefs

AGM: How do you support retailers selling 2UNDR™?

JC: Our focus for 2UNDR™ from day one has been to provide a unique and profitable new product for shops across the country. We are succeeding in doing this through the hard work and enthusiasm of a very dedicated national rep force backed by an experienced sales management team. They have provided creative and effective POP merchandisers, custom mannequins, generous product test opportunities, flexible and profitable special events programs, along with liberal freight and restock programs.

AGM: What’s the next big thing for your brand?

JC: Our focus is squarely on developing 2UNDR™ products for sports and everyday wear that specifically focus on our unique “male asset management” system. When creating products, we have to look at the unique requirements of each sport and activity to design models that best suit their demands. We currently have models specifically designed for work, golf, running, tennis, pickleball, gear sports (Moto/BMX), racquet, outdoor activities, college bookstores, fitness, and NFL Pro/Major College level teams. For the comfort of our customers, we have also added base layer short sleeve crewneck and V-neck tees, long sleeve crews, and hoodies made of the same buttery soft modal/poly/elastane blend. We will continue moving forward with an innovative spirit in order to provide extraordinary products for our customers.

2UNDR Burmuda Shorts in Blue Camo
2UNDR Bodhi Shorts Selection

AGM: How do you approach new markets and opportunities?

JC: We are focused on expanding our customer base in all market categories by offering specialty shops and retailers a profitable and broad 2UNDR™ product range, backed by great programs that help our customers capitalize on the marketing opportunities for our products. We have extended our brand to include a line of products that suits the everyday man, catering to a wide range of male consumers. We are MAAP priced, do not sell to discounters, and protect the integrity of the brand, as well as the pro shops margins.

AGM: Can you discuss a partnership that significantly impacted your brand?

JC: In 2019, we announced our new Global brand ambassador and face of the brand, Rickie Fowler, who transcends golf. He is well respected by the media and his peers and is loved by consumers of all genre’s. People of all ages want to see Rickie succeed, and 2UNDR™ stands with him in his quest for continued success.

2UNDR Ambassador Rickie Fowler

AGM: How can our members connect with 2UNDR™ and learn more?

JC: Please visit our website and check us out on all social media sites; Instagram, Twitter and Facebook. Contact Jack Curry, VP Sales, at 484 903-3179,

As an AGM Vendor Partner, 2UNDR™ stands committed to supporting retailers and delivering great service to members and customers. AGM members are encouraged to explore their products and reach out for more information.

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