Campaign details
Brand: Champion (clothing) Brand owner: Hanesbrands Entrant company: Energy BBDOIdea creation: Energy BBDO Chicago Market: United States Sector: Clothing, apparel Media channels: Online video, Word of mouth, Influencers, KOLs, Merchandise & free gifts Budget: 1 - 3 million
Executive summary
Sportswear brand Champion and its premium franchise, Reverse Weave, were facing multiple years of sales decline. Once donned by celebrities and inducted into the MoMA, the original hoodie brand had been all but forgotten by the critical Gen Z audience.
How could...