JogBra in Menswear

Champion Products has consolidated its $10 million ad account at Long Haymes Carr.

Champion recently merged its JogBra business in Burlington, Vt., with its men’s products unit in Winston-Salem, N.C., and moved its office south.

Bob Hall, previously president and chief executive at the JogBra division, has assumed the same titles for the combined operation.

Earl Palmer Brown in New York had held the JogBra business, but was topped in a shootout by Winston-Salem-based LHC.

“They want to consolidate the Champion name under one banner,” said Tim Ronan, LHC’s senior vice president and co-director of account management. “There are very few brands that are so strong it allows you to link a men and women’s business behind one brand name.”

Hall said LHC best understood how to “translate Champion’s brand equities across both the men and women’s business. Their knowledge and excitement is exactly what we need to leverage the opportunities to market the brand as the power brand consumers know today.”

Ronan said Champion’s $10 million total budget is more heavily weighted toward the men’s side, because it emphasizes television advertising. Women’s marketing is tilted toward print media.

The agency is currently running television commercials for Champion that emphasize the company’s affiliation with the U.S. Olympic basketball team.

New work promoting the brand’s long-standing relationship supplying uniforms for Notre Dame’s football team kicks off Sept. 2 during the university’s first regular season game on NBC.