CHAMPION
GLOBAL REBRAND.

Creative Director, Creative: Copy & Art

Design Director: SoA Ru

Champion was once at the fore front of streetwear and culture, but over the years this shifted dramatically.

Founded in 1919, Champion’s roots in American collegiate sportswear defined much of the brand’s identity for decades with focus on athleticism and performance. Champion today is an iconic global brand expanding beyond sportswear, showing up across categories in subculture, music, fashion, and art. With their growing cultural relevance and new found audience in mind, we worked with Champion to reposition their purpose by launching a rebrand that calls to look at the word ‘Champion’ in a new light.

Champion as a verb prompts questions and creates statements, What do you Champion? With a simple shift in denominalization, we turned the most recognized asset into a variable visual system that allows each activation to highlight the catalysts and their purpose.

TEASER

Before launching the global films, we teased our new platform and design system in a short social clip which featured various creatives calling out what they Champion.

Global launch film

With six creatives across various territories such as Australia, China, Mexico, UK, US and Japan, we created a global launch film with each talent showcasing what they “Champion”.

SIGNKID:

Signkid became our hero creative. A deaf rapper and producer who ‘Champions music accesibility’. We created a custom hoodie with the Champion brand name translated into British Sign Language (BSL). We also created a C-sign, which translates the iconic Champion C into a sign symbol. These hoodies allowed us to tell his story in a unique way. When customers used their phones to scan the Champion BSL or C-sign they were able to see his specific story play on their devices, as well as a tutorial in creating the C-sign in BSL.

To launch the hoodie and his film we hosted an event at the flagship store in New York as well as created some hand painted murals across the city.