The 104-year-old apparel brand seeks to redefine its identity against the backdrop of vintage fashion’s resurgence through innovative marketing and strategic collaborations.
Champion, the 104-year-old apparel brand recognized for its rich heritage and innovative contributions to sportswear, is embarking on a significant rebranding initiative to reestablish its presence in today’s market. The brand has gained notable traction due to the resurgence of Y2K and 90s fashion trends, often finding its garments at the forefront of resale platforms like Vinted and Depop.
According to Paul Mallon, Champion’s senior manager for brand strategy and creative content, the renewed interest in vintage style comes with its challenges. In an interview with The Drum, he stated, “If people are prepared to buy you as vintage, the reason they’re buying is because the brand has stood the test of time and the product still looks great.” While the revival aids brand visibility, he cautioned that an over-reliance on retro appeal could lead to perceptions of stagnation. “If you don’t move forward as well, then some people will just view you as a dormant, sleeping giant brand,” he elaborated.
Champion has maintained a robust presence in the fashion world through collaborations with other brands like Percival, Supreme, Todd Snyder New York, and Dover Street Market. Mallon emphasized the importance of these partnerships in maintaining the brand’s relevance: “Collabs keep you interesting, keep you relevant and keep you versatile; they are integral.” However, he noted that an excessive focus on collaborations has detracted from core brand building, prompting the company to reassess this strategy.
In response to these insights, Champion is investing in an expansive above-the-line advertising campaign to reclaim its brand narrative. “This might sound obvious, but we just looked at the brand and thought, ‘We have such incredible codes to play with, let’s advertise it, let’s tell more people who we are and what we’re about,’” Mallon explained. This reevaluation is particularly important as many current customers may be unaware of Champion’s legacy, including its role in creating iconic garments such as the hoodie and the reverse-weave sweatshirt.
As Champion looks to strengthen its identity, it has engaged five agencies to conceptualize a campaign centered on the notion of “staying in your lane.” Manchester-based agency Nynex proposed the tagline “Fabric of a Champion,” which has evolved into a cohesive brand platform aimed at emphasizing the quality and heritage of Champion’s products. Mallon expressed the goal of making Champion synonymous with exceptional sweatshirts, akin to the way Levi’s is recognized for denim or Calvin Klein for underwear.
The first campaign to emerge from this platform features British rapper Loyle Carner, who has been a long-time wearer of Champion apparel. In a creative twist, the ad depicts Carner narrating the life of Champion’s fabric through its production process, initially launched online and supported by social media. The campaign will extend into traditional advertising avenues across Champion’s primary European markets—namely the UK, Italy, France, and Germany—beginning in early 2025.
An additional component of this marketing strategy, set to unfold throughout 2025, will showcase vignettes highlighting various cultures and communities across urban settings, branded as “Fabric of [City]” initiatives such as ‘Fabric of Berlin’ or ‘Fabric of London.’ Mallon stated, “Wherever we feel there’s a thriving, rich community or subculture, we will tell their stories through interesting films and support it with the appropriate paid media.”
Mallon likened this revitalization effort to a musical band reissuing their work after a lengthy hiatus, indicating a strong potential to narrate the brand’s story in fresh and engaging ways that resonate with new audiences.
Source: Noah Wire Services
