Champion Products Joins Hanes At Long Haymes Carr

In a move to “gain efficiencies,” athletic apparel marketer Champion Products shifted its creative and strategic account to Long Haymes Carr in Winston-Salem, N.C., agency of record for Hanes. LHC takes over the business from New York’s TBWA Chiat/Day on July 1.
Champion’s ad spending has fluctuated between $8.5 million and $14.5 million since 1994, per Competitive Media Reporting. Both Hanes and Champion are divisions of Sara Lee, based in Winston-Salem.
Ammirati Puris Lintas in New York–national media buying agency for Sara Lee and parent company of Long Haymes Carr (LHC)–will continue purchasing media for Champion, the client said.
Although apparently no formal review took place, sources said Champion considered Sara Lee’s roster of agencies for the business. In addition to LHC, Ammirati and TBWA Chiat/Day, that list includes DDB Needham in Chicago and Arnell Group Brand Consulting in New York.
“[LHC] has done great work building the Hanes brand,” said Champion vice president of marketing Howard Upchurch in a statement. “And we look forward to leveraging [LHC’s] existing relationship” with Sara Lee.
Steve Zades, agency chairman and chief executive officer, attributed the account win to LHC’s Hanes advertising and the shop’s sports marketing group, which does work for Winston cigarettes and Remington firearms.
TBWA Chiat/Day recently launched a television campaign tagged “Nothing matters but the game.” A Champion official described the effort as “right on target,” adding, “We will continue to focus on making our brand accessible to today’s athletes.”
Brandweek ranked Sara Lee No. 1 in U.S. apparel sales for its Hanes, Champion and L’eggs brands. The trio’s total 1996 sales hit $7.5 billion in 1996. Nike ranked sixth with nonfootwear sales of $1.4 billion. (Brand-week, Oct. 20, 1997.) –with staff reports