Riding strong sales, Champion debuts global campaign
Posted in: Uncategorized
There may be a host of sportswear brands in the market today, but few of them can claim roots that go back 100 years. Champion, which was founded in Rochester, N.Y. a century ago, is leaning into such heritage with a global brand campaign, “100 Years for the Team.” Debuting Tuesday, the new push will feature sports teams from around the world on social media. It will also include influencer collaborations, such as a partnership with basketball star Magic Johnson.
“Consumer participation is at the center of the campaign,” says David Robertson, director of brand marketing at Champion, which is owned by Hanesbrands, noting that real and authentic sporting stories are what will make the campaign special. The new work includes a 30-second video with Johnson highlighting Champion’s heritage as a brand “for the team.” Sports players can use #Champion100 and a dedicated website to share their team stories.
Champion issued an RFP for the new work, its first campaign since 2018’s “Dare to be Champion.” The brand worked with London-based Exposure after a competitive review, Robertson says.
