Champion.

Champion was a pioneer in the sportswear category when it first arrived. However, consumers today tend to think of brands like Nike, Under Armour, or Adidas first when it comes to sportswear. Our initial task in this brand refresh was to help them re-claim their place in sports culture and sport fashion. The Champion brand had naturally become re-associated with trending streetwear looks in pop culture so we leveraged this to combine 90’s nostalgia fashion with sports culture in a visual identity. We looked at their brand defining assets, bringing back to life items like their historic sweatshirt tag to combine timelessness with relevance.