The campaign creative was led by a team of women creatives and will also feature 12 college athletes called the “Champion Circle.” The effort is one of two major campaigns Champion plans to run in 2022 and represents about half the company’s advertising budget.
Commenting on the effort, Champion’s vice president of John Shumate stated, “We see a huge opportunity for Champion, we want to connect better with our women consumers. Everyone knows us for our hoodies and our joggers, and we’ve been around for more than 100 years. But we have an unbelievable womenswear line, and we want to start telling that story.”
The ads will run on television during ABC’s basketball programming, on streaming channels and well social media channels.