Iconic American sportswear brand Champion asked Exposure to create a truly global integrated campaign celebrating its centennial.
The campaign needed to allow the brand to speak with one consistent voice around the world (a first), but it also needed to appeal to a huge variety of different types of people – from American sports fans to fashion-forward Gen Z-ers who were discovering the brand anew.
Received wisdom says that young people are self-obsessed, but Exposure’s research proved this was a misconception.
Young people today are committed to their communities and to coming together to accomplish great things – which Champion has made possible since 1919.
Exposure used the tension between this perception and reality to create ‘Champion For The Team’ – a year-long campaign across paid, earned and owned channels.
For The Team shone a light onto how young people are coming together in their communities to express themselves and push things forward.
Launched and fronted by the iconic Magic Johnson, For The Team asked the world to share their team stories.
Exposure scoured the globe to create content that illustrated just what teams mean in the 21st century – highlighting everyone from American university football fans to a London-based women’s motorcycling collective to e-sports clubs.
We produced filmed content which lived on an Exposure-created microsite, and devised a social media-led campaign in six markets – the US, UK, Italy, Japan, China and Korea.
We designed in-store assets and even a special “Centennial Collection” based on the iconic Champion hoodie which quickly sold out via Champion’s e-commerce channels.
The campaign succeeded in using culture to create true relevance for all our fans, while communicating with one voice all around the world.
— 236 team submission
— 1,093 total social posts
— 18.8m total engagement
— 470m total impressions