Showing Champion clothing at their very best across  a range of creative campaigns

Champion is a true American classic. They’ve clothed America’s sports teams, armed forces and general public since they were founded in 1919. 

With billions in sales and millions of followers on social, Champion know that every creative campaign has to uphold their heritage, position them as a bold voice in today’s market and please their legions of fans.

And that’s exactly what Champion asked us to do across four of their key sectors: sustainability, graphic T-shirts, back to campus and a kick-ass Cobra Kai collab.

Beauty born from process.

For all four Champion campaigns, our approach was the same: 

• - Define the brief
• - Explore various creative routes that answer the brief
• - Work with the client to pick the route that works best
• - Roll creative out across a series of assets — from digital banners to store fronts.

If that process sounds simple, that’s because it is. Keeping things straightforward for us and the client is the best way to make sure we deliver beautiful work on time, in budget, and to everyone’s satisfaction.

Made to sustain. Made to matter.

Our first task was to make Champion synonymous with sustainability by promoting their Champion Made sub-brand.

Our ‘Made to matter’ campaign used their existing language around ‘made’ to show how because Champion use less to make their clothes, it means more when their customers wear them.

Tees that are the bomb.

Next on the menu: create a design that turns Champion’s everyday T-shirts into something 
that bit extra.

Our ‘stickerbomb’ concept was a riot of cut-through colour and a glorious expression of Champion customers’ individuality — all wrapped up in that sense of old-school nostalgia Champion is famous for.

Best in class.

In 2021, students weren’t just going back to campus, they were coming back from Covid. 

Our ‘Best in class’ campaign used a torn-page aesthetic to show how this wasn’t just the usual back-to-campus campaign, this was a chance to rip things up and do it your own way.

Choose your fighting style.

To mark season three of the (literal) hit show, Cobra Kai, we conjured up some kick-ass creative, asking Champion fans to choose their fighting style by choosing their favourite dojo. Would they go for wise Miyagi-do, hard-hitting Eagle Fang or merciless Cobra Kai? The fight was well and truly on.