November 2020

Ad Campaign 1: Sports

Researcher: Setareh Alavi

Strategist: Miya Leykauf
Copywriter: Zoie Hing
Art Director: Wei-Ting Huang

ADV 383: Creative Strategies

Sean Labounty
02

History of the brand

The iconic “C” logo tells the story of a hoodie from 1930 that made it to 2020 as a
retro look and athleisure pioneer (“Our Heritage,” n.d.). Founded in 1919, Champion
has consistently stuck by its mission of providing “authentic athletic wear”
(“Champion Heritage,” n.d.). Champion has led the athletic apparel category in
innovation throughout the years, with two of its most well-known creations being
the “hoodie” and the sports bra (Grivina, 2020).They are also the inventor of
reverse weave sweatshirts (Glasspiegel, 2019). The hoodie’s creation made them
an all-time legacy in the fashion industry (Wilson, 2020). The brand’s founding
concept is applying the core aspects of sports — fellowship, character, and
genuine love for what people do — to even the most ordinary lifestyles (Alsubaie,
2016). In the ’80s, Champion was the face of sports attire: partnerships with the
NFL and the NBA, which secured their success in the ’80s and ’90s (Tameer,
2020). Their success didn’t last long; a disastrous partnership with the XLF left the
brand in shambles (Rahman, 2020). After further financial breakdowns in the
early 2000s and the rise of Nike and Adidas, Champion resorted to selling its
products in stores like Target and Walmart (Tameer, 2020). Being so accessible
and affordable exposed the brand to the general consumers. Fast-forward to
2006 to when Champion was bought by HanesBrand and came back on the
radar, mostly for Millenials (Rahman, 2020). Today, Champion is known for its
comfortable and affordable apparel while being a producer of sports and
university licensed products (Patterson, 2011). Luckily, the rise of interest in
vintage and retro clothing coincided with Champion’s comeback (Tameer, 2020).
In 2010, Champion partnered with designer brands like Supreme, which opened
the door for further partnerships with UNDEFEATED, BAPE, Wood Wood, and
Vetements. These collaborations successfully positioned it to be known as a
fashion-conscious brand (Binns, 2020). To continue to stay relevant in the ever-
changing streetwear athleisure market, Champion must continue to create
innovative products and meaningful partnerships that are current with emerging
trends (Tay, 2019). Champion these days is seen on streets as much as other
leading athleisure brands (Fruhlinger, 2019).
03

Advertising efforts
"Dare to be Champion"
Champion was one of the earliest brands to adopt influencer marketing
(Hereth, 2018). In between 2016 to 2017, influencers like Kylie Jenner,
Kendrick Lamar, and Teyana Taylor, were spotted wearing Champion in
their Instagram posts, followed later by Chance the rapper wearing it in a
concert, among other celebrities like Selena Gomez and Hailey Bieber
(Glasspiegel, 2019). This signaled a shift in the brand from an urban staple
to a pop culture phenomenon (Raymer, 2017). In recent years, the brand
has expanded its campaign globally to spread the love of American
athletic wear. The brand maintains high visibility amongst the younger
target by instilling itself in key partnerships with the NBA, Olympic
athletes, universities, and Urban Outfitters (Newcomb, 2019). Since 2016,
they have grown from 200k followers on social media to six million
followers (Holman & Bhasin, 2019). In 2018, Champion launched “Dare to be
Champion.” The recent campaign redefines the meaning of success,
emphasizing that winning is not the only definition. A skateboarder, a
dancer, and a creator are depicted as dream chasers invested in their
passions and worked hard despite not gaining fame. The campaign
emphasized that the dedication and confidence they had, not the fame,
already made them “Champions.” These online videos are shared on
Facebook, Instagram, and Snapchat by the brand and the individuals
featured in the ad better to reach younger consumers (O’Brien, 2018).
04

Audience profile
The champions themselves
Champion’s target audience isn’t made up of professional athletes — it’s
composed of lively individuals, looking for comfortable and flexible clothing
and affordable prices (Alsubaie, 2016; Smith, 2018). The brand has
traditionally maintained two different audiences: the high-end fashion-
forward crowd and the casual everyday consumer. The typical consumers
are Gen Z and millennial males aged 13-36 years old (A., 2019). Women
aged 18-34 make up the largest demographic in “Crossovers” (Smith, 2018).
While exercise may not be their main priority, “Crossovers” enjoy having
the versatile option to workout in their Champion apparel or style it
casually if they want to. As a brand, it is perceived positively by
Generation Z and Millenials, with a 60% positive perception rating
(YouGov, 2020). Generation Z is also large consumers of “streetwear” (or
athleisure) and incorporates it into their everyday style — 75% claimed they
wear it “some or all the time” (Bhasin & Holman, 2019). These individuals
tend to live in urban areas where athleisure apparel is commonplace
(Whitaker, 2019). Millennials being the most nostalgic generation of all
times, became their primary target demographic. Nostalgia has been
proved to be positively associated with a sense of meaning (Routledg et
al., 2011). Therefore, their nostalgic past played well on Millenials’
heartstrings since they are the most meaning-seeking, nostalgic generation
(Spratt, 2016). Since they are younger and may not have established
careers, they have a lower annual income. Young Gen Z and Millenials are
heavily tied to technology and are trend sensitive individuals. These
fashion fellows like transportation to the good old times with their fashion
choice (Spratt, 2016). This group is particularly good at differentiating
between authentic versus overly-curated approaches from brands and
remain highly skeptical of advertising efforts. To resonate with them,
brands must create an authentic and personable connection in the
consumer’s lingo that reflects their ideal lifestyles and projected personas
(Keindl, 2020).
05

Key takeaway

With simple designs

and nostalgic vibes,
Champion speaks to
young consumers looking
to live an authentic and
real life in effortless style.
06

Creative brief
Keeping it brief

Why are we Although Champion has made a

advertising? fashion comeback, Champion never
stays champion for long — she’s a
fad.

Who are we Nostalgic youth who want to be

talking to? effortlessly stylish in order to keep
up with their everyday lives.

What do they Champion’s ordinary and outdated.

currently think? My dad wore that shit.

What do we want My dad’s style is THE shit — I

them to think? actually stole an OG Champion
hoodie from his closet.

What is your key The brand doesn’t make you a

insight? (SMIT) champion — YOU make the brand a
champion.
07

Campaign board
Potential taglines & work

Topic — Victory & games

Idea: Celebrating the plain and mundane amidst 2020’s endless
disappointments
Key inspiration: Authentic, direct, frank, relatable, forward, bold

1. Every champion's favorite companion

2. Every day's worth celebrating
3. Inspiring champions
4. For all of life's victories
5. For the people, by the people
6. For life's greatest game
7. Victory for all
8. Clothing for the everyday champion
9. For what life's worth
10. For the champion in everyone
11. For the love of the game
12. Greatness in the making
13. Because anyone can be a champion
14. For the champion within
15. Victory in every story
16. Victory's best friend
17. Winnable
18. Finding victory
19. Championing everyday victories
20. Because victory doesn't just belong to champions
08

Tagline
The winner

Victory's best friend

Explanation:

“Victory” is utilized as a word familiarly tied to the term “champion,”

playing on the brand’s long tie to sports. The phrase “best friend” in
contrast is used to make the brand appear more accessible for everyday
and casual situations. This also provides a more friendly, and authentic
atmosphere the target craves in comparison to the more hard-core athletic
angles competitors have continued to take.
09

Moodboard
Setting the mood
10

Campaign Dossier
Tagline l Concept l Executions

Victory's best friend

Concept:

Misery loves a little company — in the middle of the pandemic though, don’t
we all? How about someone who will give you a pat on the back for rolling
out of bed on time. Someone who will hype you up when you look trash
after your third all-nighter. Someone who will congratulate you for
actually changing out of your pajamas for once. Maybe, someone who
makes you feel like a Champion. Share your wins with Champion —
“Victory’s best friend.”

Executions:

1 One still image ready for print, out of home or social platforms.

2 Two videos for television and social platforms.

11

Creative execution
:30 TV spot
Champion of Dates

A girl catches a chill and her date becomes a champion by offering his sweatshirt
to keep her warm.

A YOUNG COUPLE WATCHING THE UNIVERSITY OF

MICHIGAN VS OHIO STATE FOOTBALL GAME ON
A CHILLY SEPTEMBER NIGHT. THERE’S A STRONG
GUST OF WIND…

JESSICA: Man, it just got really cold out here! (Visibly

shivering)
ADAM: Yeah, no kidding.
JESSICA: I knew I should’ve brought an extra jacket!

ADAM LOOKS AT JESSICA, CONTEMPLATION

STRIKING HIS FACE AS HE REMOVES HIS
CHAMPION HOODIE AND HANDS IT TO HER.

ADAM: Here you go (softly smiling)

JESSICA: Are you sure?
ADAM: Yeah, it’s no problem at all. (Visibly shivering)

THEY BOTH PUT THEIR ATTENTION BACK TO THE

FOOTBALL GAME.THE CROWD ERUPTS IN CHEER,
ALL LOOKING AT JESSICA & ADAM.

CROWD #1: Nice one, bro!

CROWD #2: Score!

(DURING V/O). JESSICA LOOKS OVER AND GRABS

ADAM’S HAND.

V/O: Celebrate the everyday wins in life with

Champion by your side — Victory’s best friend.
 12

Creative execution
:30 TV spot
Forbidden Fruit
A child topples a fruit display and is saved by a lowkey and unlikely hero.

MUSIC: BEAST BY APASHE PLAYS MUFFLED UNDER AND THROUGHOUT.

MOM ON THE PHONE WITH HER FRIENDS, COMPLETELY ENGAGED WHILE BUSILY SHOPPING FOR
PRODUCE. HER TODDLER SITS IN THE SHOPPING CAR PLAYS WITH THE GROCERIES BEFORE A
PYRAMID OF RED APPLES CATCHES HIS EYES.

HE BEGINS HIS ESCAPE, PUSHING ITEMS ASIDE AND SCALING THE SIDES OF THE CART. AN OLD
WOMAN QUIRKS HER EYEBROWS AS SHE PASSES BY, TSKING AS THE MOM REMAINS UNAWARE
AND CONSUMED BY HER PHONE. ANOTHER TODDLER IN A PASSING CART STARES WITH WIDE
EYES AS HE MANAGES TO REACH THE TOP.

HE REACHES A CHUBBY ARM OUT, BUT THE APPLES ARE JUST OUT OF HIS REACH. HE GRUNTS
BEFORE SWINGING HIS LEGS OVER THE SIDE.

A TEENAGER PASSES BY. HE NODS HIS HEAD TO HIS MUSIC, HIS HOOD UP AS HE MINDS HIS
OWN BUSINESS. OUT OF THE CORNER OF HIS EYE HE SEES A CHUBBY ARM REACH FOR AN APPLE.
THEN HE SEES AN ENTIRE TODDLER SUSPENDED IN AIR.

MUSIC: AMPLIFIES.

HIS ARM LASHES OUT AS THE TODDLER TUMBLES FROM THE EDGE OF THE CART. EVERYTHING
MOVES IN SLOW MOTION. HIS HOOD FALLS.

THE TEENAGER SNAGS THE TODDLER JUST IN TIME. HE QUICKLY PLACES THE TODDLER BACK IN
THE CART BEFORE PICKING HIS OWN CHOICE OF APPLES. THE TODDLER BLINKS IN SURPRISE,
STILL CLUTCHING HIS APPLE. THE TEENAGER STROLLS AWAY WITHOUT A SECOND GLANCE,
PULLING HIS HOOD BACK UP.

MUSIC: RETURNS TO MUFFLED VOLUME.

THE MOM FINALLY TURNS HER ATTENTION BACK TO HER SON, OBLIVIOUS TO THE DISASTER. SHE
SPOTS THE APPLE IN HIS HANDS AND FROWNS, TAKING IT AND PLACING IT BACK ON THE
DISPLAY. SHE PUSHES THE CART AWAY, STILL CHATTING ON THE PHONE. THE TODDLER
GLANCES BACK, NOT AT THE APPLES, BUT AT THE HOODED TEENAGER STROLLING AWAY.

V/O: Celebrate the everyday wins in life with Champion by your side — Victory’s best friend
13

Creative execution
Print/still image
14

Bibliography
15

Bibliography (cont.)
16

Bibliography (cont.)
Victory's best friend