Creative campaigns fit for a Champion

The client and the challenge

A modern look for an American classic

With billions in sales and millions of followers, Champion has clothed America’s sports teams, armed forces and general public since they were founded in 1919.

Champion knows that every creative campaign has to uphold its century-long heritage, position it as a bold voice in today’s market, and please its legions of fans.

And that’s exactly what they asked us to do for a range of their campaigns, from celebrating their sustainability to knockout collabs with Cobra Kai.

The strategy

Beauty born from process

For every Champion campaign, our approach was the same:

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

It’s a simple process — but it works.

I’ve yet to find a creative partner more imaginative, client-focused or enjoyable to work with than Woven. They’ve been an extension of our team, epitomising what a partner should be every step of the way.

Brandon Belk — Senior Marketing Manager, Champion

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 uses less to make its clothes, it means more when its 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.

Fighting style

When America’s definitive apparel brand teams up with the world’s hottest TV show, sparks — and kicks — are bound to fly. Especially when our creative team gets involved.

From the meditative Miyagi-Do to the venomous Cobra Kai, we asked Champion’s customers to pick a side, defend their dojo and wear their fighting style with pride.

When street met sweet

Bursting with energy, joy and confidence, Champion + Oreo go together like cookies and cream. Or milk, as our transatlantic cousins would have it.

With colours popping and cookies dunking, we made this twisted team-up the sweetest, streetest collaboration around.