Brand: Champion Sportswear Used strategic thinking to form a creative brief for my team which incorporated consumer/market research and consumer/business insights to help frame a pitch that was then presented to company heads.

2. #CforYourself

3. T H E A G E N D A
/ S T R A T E G Y
T A R G E T A U D I E N C E
M A S T E R B R A N D I N G
/ T H E B R A N D
T O N E
T Y P O G R A P H Y & C O L O R S C H E M E
/ T H E C R E A T I V E
T R A D I T I O N A L / E V E N T S
C E N T E N N I A L T I E - I N
/ M E D I A P L A N
/ K E Y T A K E A W A Y S

4. A W O R L D O F P R E S S U R E

5. S P O R T I N G G O O D S R A N K E D
B Y B R A N D A W A R E N E S S 2 0 1 4
95%
85%
81%
78%
74%
71%
62%
62%

6. C H A M P I O N ’ S L E G A C Y

7. L E G A - C

8. / C H A M P I O N L A C K S C O N N E C T I O N
W I T H Y O U N G E R U . S . C O N S U M E R S

9. # R E A L C H A M P I O N S
R E C E N T C A M PA I G N

10. / R E G A I N R E L E VA N C E
D R I V E D E S I R A B I L I T Y
W H A T ’ S T H E P O I N T ?

11. T H E M O S T I M P O R T A N T F E A T U R E S
W H E N B U Y I N G A C T I V E W E A R
S T Y L E
C O M F O R T
Q U A L I T Y
A F F O R D A B I L I T Y
P E R F O R M A N C E
F A S H I O N
436 (54.4%)
586 (73.2%)
343 (42.8%)
411 (51.3%)
169 (21.1%)
112 (14%)

12. 1
57
(7.2%)
53
(6.6%)
97
(12.2%) 72
(9%)
222
(27.9%)
94
(11.8%)
89
(11.2%) 63
(7.9%) 29
(3.6%)
1
(2.6%)
2 3 4 5 6 7 8 9 10
H O W L I K E LY P E O P L E A R E T O
R E C O M M E N D C H A M P I O N

13. “ D E S C R I B E C H A M P I O N I N O N E W O R D ”
COMFORTABLE
DAD
OLD
AFFORDABLE
STURDY
OUTDATED
CLASSIC
QUALITY
CHEAP
PRACTICAL

14. T E L L U S H O W Y O U R E A L LY F E E L . . .

15. D E F I N E T H E I R
O W N S T Y L E
L E S S B R A N D L O Y A L
S E L F - M A D E
I N D I V I D U A L S
VA L U E G O I N G
A G A I N S T T H E
G R A I N
E X P E R I E N C E S > T H I N G S
S T Y L E / C O M F O R T
/ A F F O R D A B I L I T Y
“ T H E F R E E T H I N K E R S ”

16. “ N O S T A L G I C F R E E T H I N K E R S ”
D E S I G N
Sam Roewer
23 Years Old
Virginia Beach, Virginia
After graduation, Sam landed a job for the government. He tries to
balance work and family life, but knows it can get overwhelming
at times. He considers himself a go-with-the-flow kind of guy
with a sarcastic sense of humor. He goes to the gym as often as
he can, whether it’s an early morning workout or a quick jog after
work. He needs post-workout gear that’s comfortable enough
but also fashionable enough for the streets or to meet up
with friends.
Likes: Canon, Chance the Rapper, NCAA, music festivals
hammocks, Nickelodeon, traveling, swimming
Dislikes: Apple Products, Katy Perry, Nike, Waiting in Lines

17. “ B R A N D - D E M A N D I N G F R E E T H I N K E R S ”
Jake Wells
17 Years Old
Boston, Massachusetts
Being a junior in high school and playing on the Varsity soccer
team is no easy task for Jake, but he tries his best so he can get
into college with a decent scholarship. He loves his Nike and
Under Armor when playing, but off the field he wears whatever
looks good. Jake wants comfortable clothing that compliments
his active lifestyle. He values individuality and chooses his
friends accordingly since he’s above petty high school cliques.
Likes: Snapchat, Twitter, Pelé, FIFA 13, Chick-fil-A
Netflix, Soundcloud
Dislikes: Facebook, Applebee’s, The Kardashians,
credit cards, showboating
G R O W T H

18. M A S T E R B R A N D I N G
C A T E G O R Y P L O T T W I S T
M O R A L O F T H E S T O R Y
B I G O R G A N I Z I N G I D E A
From “Peer Pressure”
To “Peer Influence”
Pressure to Conform
Champion believes you’re most comfortable when you’re being yourself.
A R C H E N E M Y
“ N O P R E S S U R E ”

19. T H E B R A N D

21. M A N I F E S T O
Confidence doesn’t scream or shout, it just is. It’s something you do for
yourself, not for others. It doesn’t come from the “like” button, it comes
from liking yourself. And that’s what we’re about. We believe that confidence
spawns from your inner self, not from validation. We’re the kid in the back of
the class who doesn’t act like a big deal, he just is a big deal. Own the cool
within you. It’s already there. It’s time for you to see for yourself.

22. W H O W E A R E
/ W E A R E
Q U I E T LY C O N F I D E N T

23. W H O W E A R E N ’ T
/ W E A R E N O T
C O C K Y O R E X T R A

24. # S Q U A D

25. T H E C A M P A I G N

26. T Y P E / C O L O R
S A R A B U N
/ B O L D
A B C D E F G H I J K L M O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
/ R E G U L A R
A B C D E F G H I J K L M O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
C : 0
M : 0
Y : 0
K : 1 0 0
C : 0
M : 0
Y : 0
K : 0
P H O T O G R A P H I C
T E X T U R E

27. P R I N T / O U T O F H O M E

28. TOO ONTENT TO LET
A TOUGH DAY GET ME DOWN
#CforYourself
P R I N T

29. O O H
HEADLINE V2:
My moment of clarity is
when I step into the ring.
HEADLINE V3:
My moment of clarity is when
I’m surrounded by ocean waves.

30. O O H

31. S O C I A L M E D I A

32. champion #Capture your moment. #CforYourself
and share the C’s in your life that make you, you.
#Carving #Camaraderie #CuddleUp
S P O N S O R E D P O S T
I N S T A G R A M

33. AlyssaG I could drive for miles - especially in these
pants! My #Car is my joy. #CforYourself
B_Rad Have you seen a more perfect pup? This
#Canine keeps me going. #CforYourself
# C F O R Y O U R S E L F
I N S T A G R A M
U S E R PA R T I C I PA T I O N AlyssaG B_Rad

34. V I D E O
S N A P C H A T
/ I N S T A G R A M S T O R I E S

35. S P O N S O R E D P O S T S / P O L L
T W I T T E R
If you’re stranded on an island,
which C do you want with you?
#CforYourself
What are the C’s in your life that
make you, you? Let us know
and #CforYourself

36. # C F O R Y O U R S E L F
T W I T T E R
U S E R PA R T I C I PA T I O N
@ChampionUSA The kitchen’s
my tool, the food’s my challenge,
and the result is my masterpiece.
#Cooking #CforYourself
Brandon
@Toastie_Bread
@ChampionUSA I don’t need to
be charming. I need to be
someone you can #CountOn.
#CforYourself
Hannah
@bananahanana

37. A P P L I C A T I O N
/ R E W A R D S

38. M Y C
A P P L I C A T I O N
/HOME
/ LIMITED EDITION ITEMS
/ PROFILE
/ EARN REWARDS
/ SCAN RECEIPTS
/ DISCOVER BY TAGGED PHOTOS
/ CENTENNIAL UPDATE

39. D I G I T A L E V E N T

40. The C vs. C challenge will be a fun way for users to interact with
Champion’s brand in a light, competitive manner. Over the course
of five weeks, the challenge will begin each Saturday. This will be
a national challenge so users from all over the country can join
in. When the challenge begins, two words that start with C will go
head to head in a friendly competition (ex: Canines vs. Cats). To
participate, users will Snapchat their choice of which C word they
relate to more and post it onto Champion’s live feed. A filter will
be available to use with the updated score between the two C’s.
By making it a national challenge, Champion will gain a greater
scope of user participation.
THE ROUNDS:
Cooking vs. Consuming
Canine vs. Cats
Couch Potato vs. Cutting Season
Chips vs. Cookies
Crying vs. Cheesin’
C V C D I G I T A L C H A L L E N G E
S N A P C H A T
T E A M : C O O K I N G
Cooking vs. Consuming Cooking vs. Consuming
T E A M : C O N S U M I N G

41. 1 0 0 T H

42. D I G I T A L D E C A D E S
S O C I A L M E D I A
For ten weeks, Champion will post a decade-themed social blast
once a week relating to a historical Champion achievement.
Using interactive gifs, pictures, and animations, followers will see
the many ways Champion influenced the world of fashion and
sportswear. The first post will begin in the 1920s and each week
will move closer to the centennial decade. These posts will live
on Facebook, Twitter, and Instagram. Through these social blasts,
Digital Decades will be an activation for the upcoming Centennial
pop-up party.
champion 1975 was a #Crazy year - Champion
developed the first sports bra, supporting women
for over 44 years. #Centennial #CforYourself
Talk about the roaring ‘20s!
Champion began its first university
partnership with UMichigan.
Look how far they’ve come!
#Centennial #CforYourself

43. P O P - U P S T O R E S
E X P E R I E N T I A L
New York City / San Francisco
There will be digital, physical, and experiential components executed
at each pop-up to celebrate and drive engagement with the brand.
Digital: #CforYourself photo booth with a screen that will ask, “What
makes you feel most yourself?” Users will pick from a pre-set list of
“C” words that best fit them and snap pictures of themselves using
fun, related backdrops. Users can then print out the photo to keep or
share it on their social media accounts directly from the photo booth
using the hashtag #CforYourself.
Experiential: #CforYourself board in the form of a large chalkboard
that participants can write on. The top of the board will pose
the question, “What do you want your legacy to be in 100 years?
#CforYourself” and will leave space for participants to fill in their own
ideal legacy.
Physical: Limited edition Champion Centennial pullover sweatshirts
sold at the pop-up (100 while supplies last), which participants can
personalize and have the “C” logo embroidered to create a “C” word
that describes them such as “Creative” or “Coach.”

44. T I M E L I N E
J U LY A U G . S E P T . O C T . N O V . D E C . J A N . F E B . M A R . A P R . M A Y
2 0 1 92 0 1 8
A W A R E N E S S
M O V E M E N T
C E N T E N N I A L
P R I N T
S U B W A Y / O O H
S O C I A L
S O C I A L P O S T S
P O P - U P S T O R E S
U N P A I D

45. B U D G E T
S O C I A L
6 5 %
E X P E R I E N T I A L
1 0 %
P R I N T
2 0 %
O O H
5 %

46. T A K E A W A Y S
/ M A I N I N S I G H T
/ B O I
/ T A R G E T I N G
/ G O A L S

47. T H A N K Y O U
M E M O R Y L I N D E N
A C C T M A N A G E M E N T
O W E N H A G L U N D
A C C T M A N A G E M E N T
J O A N N A A L B E R T
A R T D I R E C T I O N
J E N N A B E C K E R
P R O D U C T I O N
Y A S I R A F Z A L
S T R A T E G Y
J E N N I F E R N E L S O N
C O P Y W R I T I N G

48. Q U E S T I O N S ?