Champion, in collaboration with 72andSunny, has launched a global film as part of their “Champion What Moves You” campaign.
The campaign highlights the rebellious spirit at the core of streetwear’s evolution and emphasizes Champion’s legacy of innovation, including the invention of the hoodie and the patented Reverse Weave technology.
Rich McLeod, Vice President, Global Chief Marketing Officer at Champion: “Champion has been and will remain a vital component of the narrative for many of the world’s most culturally significant fashion brands. As we transition into the next chapter of our brand journey, we persist in reshaping the very essence of what it means to embody a Champion. This campaign serves as a rallying cry for creators worldwide to drive change, pursue their passion and empower their communities.”
The central theme of the campaign is a celebration of the defiant spirit in streetwear, characterized by its disregard for rules, expectations, and norms. The film showcases the unique stories of past and present designers who embody this ethos, using Champion’s iconic hoodie as a canvas for creativity and self-expression.
The film serves as a rallying cry to creators worldwide, reinforcing the message that they don’t need permission to make their mark. Watch below:
REELated:
Geoff McHenry, Head of Strategy at 72andSunny: “There’s no doubt that Champion has a rich history and heritage. The challenge was how do we make the next generation care about the critical role that Champion has played in culture? The team dug up a unique insight—some of Gen Z’s favorite brands (Supreme, Kith, Pyrex, Bape, etc.) all made their early designs on Champion Blanks. This insight was too powerful to be contained to one medium, so we created an entire world around it. Launching with a display at the Brooklyn Museum, showcasing rare, early designs by iconic brands together for the first time.”
“No Permission” Event at the Brooklyn Museum
In conjunction with the film, Champion and 72andSunny hosted an exclusive event at the Brooklyn Museum. The event featured a display of early designs from iconic streetwear brands such as Supreme, Kith, Pyrex, and Bape on Champion blanks. It also highlighted works from emerging creators who embody the “No Permission” ethos:
- Qaysean Williams: Known as “The One-Hand Sewing Man,” Williams has made a significant impact in the fashion world despite his disability, using his innovative designs to push creative boundaries.
- Kate Weinberg: A graphic designer known for her bold patterns and fearless use of color, encouraging self-expression without constraints.
- Justin Mensinger: Focused on sustainability, Mensinger creates unique pieces by upcycling materials, transforming ordinary items into wearable art.
- Cheatin Snakes: Renowned for vibrant graffiti art on clothing and novelty items.
- Anna Molinari: A budding designer dedicated to sustainable fashion, using discarded materials to convey messages about sustainability and human rights.
Interactive Scavenger Hunt
To engage a broader audience, Champion organized a social-first scavenger hunt featuring pieces from the “No Permission Collection.” Iconic early designs on Champion blanks were hidden in cities across the country, with local influencers providing clues to their locations.
Continuing the Mission
Champion’s ongoing commitment to fostering creativity is demonstrated through the “Champion Creator’s Program.” Now in its second season, the program supports creators from various backgrounds by providing product blanks and funding for projects that showcase innovation, community impact, scale, and creativity. Applications for the 2024 program open in June at Champion.com/creators.
This campaign marks a significant step in Champion’s journey, reinforcing its legacy while inspiring a new generation of creators to innovate and express themselves boldly.
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