Champion | Art Direction | Creative Direction | at 24/7 Laundry Service

Champion’s Mission is to encourage self-expression and to empower Gen Z in pursuing their passions.

Their tagline Champion what moves you is not just a slogan, but rather a driving force which can ultimately become a product benefit.

This campaign aims to inspire Gen Z to use Champion products as a blank canvas for self-expression, because everyone should be able to champion what moves them, whatever that may be.

I made a conscious decision to steer away from athletes, and urban artists, and to start the campaign by giving the Champion treatment to groups who don’t usually get the limelight.

Such as birdwatchers, Queer Surfers and Chess Players.

Tapping into the prestige and air time that limited fashion collabs get, by partnering with these niche collectives to adapt an iconic piece of Champion clothing to create something bespoke, tailored to what moves them.

In the social sphere, the content shines a light on the making of the clothing and the collective's members, highlighting the sense of belonging they feel when they Champion What Moves Them.

And in the real world the final pieces will be released  with a launch party that doubles as a celebration of the collab and a taster session for new audiences.