champion sportsweaR

Insight:

In order to be authentic to who they are, Champion had to own the fact that they’re not Nike; famous athletes don’t wear their gear at huge events. This brand is for the rest of us. The ones who play, not necessarily to win, but for the love of the game.

Solution:

We created a campaign that featured “Alternative Sports,” those that Champion can own.

Heart of a Champion Manifesto from Roxie Reeves on Vimeo.

Social Call to Action

First we asked people to submit 15 second video entries of themselves playing atypical sports to the “Champion Alternative Sports Hall of Fame” via Instagram using #heartofachampion.

Event & Apparel

Winners were featured in Champion’s traveling “Alternative Sports Hall of Fame,” in the form of 3D statues. Their stories were published as mini documentaries on a microsite. And the brand created limited edition lines of sportswear & equipment, specific to the winners’ sports.

Mini Documentaries

The VCU Quidditch team was one of the featured winners in 2015. You can view their mini documentary below.

Quidditch Mini Documentary from Roxie Reeves on Vimeo.

*Bronze Winner - Richmond Show 2015
”Nontraditional Interactive Campaign”

AD: Roxie Reeves/Lily Fu
CW: Stephen Shocket/Jacob Pankey