Champion launches first Australian campaign celebrating Australian artists

Clothing brand Champion has launched its first Australian campaign by celebrating emerging Australians artists in a series of ‘revealed’ videos featuring Melbourne Hip Hop duo REMI.

The five part content series, created by Emotive, follows Remi Kolawole and Sensible J in the lead up to their new music video launch for their single ‘My People’.

Throughout the content series Kolawole and Sensible J discuss how Champion is perceived as a “cool” brand for those in the music industry.

Mahli Pullen, marketing manager at Champion, said in a statement: “Champion is such an iconic brand in today’s streetwear culture. A traditional advertising approach wouldn’t work with our millennial audience – we needed to be truly authentic and embed the brand into culturally relevant environments.

Andrew Cameron, creative director at Emotive, added: “What sets this campaign apart from the many other brands partnering with music properties, is the genuine support the artist receives and subsequent value that is created through the music video. It’s very rare for emerging musicians to be able to create a premium music video, as well as guaranteed exposure to a wider audience.”

The content series will be rolled out across Champion’s social channels and via REMI’s social channels as well as out-of-home.


  • Client: Champion
  • Kellie Warwick – Divisional Manager, Champion
  • Mahli Pullen – Marketing Manager, Champion
  • Creative, Production & Social Amplification: Emotive
  • CEO and Founder: Simon Joyce
  • Strategy: John Principe
  • Business Director: Sarah Clifton
  • Social Media Director: Jamie Crick
  • Creative Director: Andrew Cameron
  • Creative and Director: Madeline Kelly
  • DOP: Alex Serafini
  • Producer: Alistair Pratten
  • Editor: Uthayan Selvaraj
  • Audio Post-production: Rumble
  • Grade: Matt Fezz
  • Music Video Production: 24 Works
  • Music Video Co-Directors: Baz Richie and Harry Deadman
  • Music Video Stylist: Ntombi Moyo

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