Champion Makes Lifestyle Push

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

NEW YORK Champion is out to prove that it is more than just your gym clothes.

The Hanes subsidiary this week launches an estimated $25 million-plus “How you play” campaign. In this its biggest effort in a decade Champion is being positioned as clothes for the gym, for play, for your life.

“The strategy is to engage the twentysomething consumer, which is the right place for the Champion brand, with creative that shows the genuine, approachable sports activities in everyday life,” said Claire Edgar, director of brand marketing for Champion, Winston-Salem, N.C.

Champion’s





AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in