Sunday, June 8, 2008

Champion Creative Brief

The Assignment: Write a creative brief for the challenger brand Champion. I love working with brands that are trying to topple a clear number one (Nike). Without big name pro or college contracts nor celebrity endorsers Champion is at a clear disadvantage. However, diversity in sports breeds diversity in athletes. Champion shares a common characteristic with athletes and sports that don't get the attention they deserve. Champion has worked hard for decades to continually advance sportswear (They invented the hooded sweatshirt, which may be the most important invention of the 20th century...according to the guy who has owned the same sweatshirt for two years and looking to make it three.) Sports like wrestling, weight lifting, lacrosse, field hockey and women's basketball also have rich histories, but relatively little fanfare. Sounds like a certain sportswear brand I know.

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