Champion: Reverse Mode - Reversing injustice and rediscovering an icon

Champion, an sportswear brand, partnered with a TikTok creator in the US to revitalize Champion and its signature franchise, Reverse Weave, drive trials among Gen Z, improve awareness and perceptions and break through culture.

Campaign details

Title: Reverse Mode: Reversing Injustice & Rediscovering And IconBrand: ChampionProduct: ChampionIdea: Energy BBDOCountry: USA

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessNorth AmericaNon-specificTeenagers & young adults (13-25)Middle$1 to $3 million

Objectives

Champion revolutionized athleticwear by inventing the hoodie and pioneering Reverse Weave, a stitching method that makes fabric more durable. These innovations fueled Champion's rise in culture—from outfitting NFL, NBA, college teams, and USA Basketball's 1992 "Dream Team," to being a fashion statement for athletes, musicians, and other...

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