Athletic apparel company Champion, long known for comfortable sweats, is taking itself in a fresh direction with its new ‘Dare to be Champion’ campaign, highlighting individual athletes and makers seeking greater heights.
A new brand anthem spot from Champion showcases three inspiring individuals – a skateboarder from LA, Leandre, a dancer from LA, Jaira, and an artist from New York City, Casey. The three encapsulate Champion’s vision: one that celebrates the life, heart, skill and dreams of real champions, according to the brand.
‘Dare to be Champion’ is Champion’s latest, full-scale campaign that builds on the current momentum behind the brand, as Champion prepares to open its first US retail location in Los Angeles. Partnering with creative AOR 360i, Champion casts a light on the real-life passions of Leandre, Jaira, and Casey, leaning in to the brand’s accessibility and away from the notion that success is solely defined as winning. Instead, it shows three people whose hard work and talents make them keep trying, even if they haven’t found fame yet.
In three shorter individual spots, Leandre is seen skating LA streets and skate parks to hone his skills while Jaira uses dance to create her own identity. Casey uses abandoned buildings to create his elaborate street art works, baring it all artistically even though he knows the works may be painted over soon after.
Leveraging online video across Facebook, Instagram and Snapchat to reach a young and diverse audience, Champion will also tap the three champions’ own social channels for influencer-driven campaigns.