When consumers think of activewear/sports brands they think of Nike, Under Armour, or Adidas, but Champion was one of the first pioneers in the category. Despite this, Champion has seen double digit growth and is currently a huge part of pop culture worldwide. With this Champion came to us with a task: how can we leverage our current popularity to re-claim our place in sports culture?

All over the world Champion is more associated with a cool, fashionable street wear look. That’s how it’s regain it’s popularity. So we decided to combine the two. Fashion and sports. Our idea statement brought that to life: You don’t do it for show. You already know what you look like. You don’t wear your heart on your sleeve, because most of the time, your sleeves are rolled up. And when you step outside every day, you aren’t keeping score, because you aren’t interested in being another person’s idea of a champion. And that’s what makes you a champion. That’s Champion Made. We relooked at design assets that can bring that to life. We wanted to bring back the 90s nostalgia. All around Champion’s logo. We explored ways to bring back their main historic asset which is the tag on their well-known hoodies and sweaters. We wanted to show that not only is the clothing is what is Champion Made but you. Here is what we have done so far.

MY ROLE: Creative / Art Direction