Champion: Reverse Mode - Reversing Injustice and Rediscovering an Icon

Chase Donahue, Lauren Brown, Leah Gritton

Sportswear brand, Champion, turned to TikTok to recapture its lost status in North America and rectify an injustice experienced by Black creators.

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.

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