Champion reveals new global brand campaign, features Australian execution
Streetwear and athletic apparel brand Champion has today launched a global campaign, ‘Champion What Moves You’, featuring six creators from around the world, with a local execution showcasing Indigenous Australian artist and activist Aretha Brown.
The campaign, created by Energy BBDO, aims to provide a canvas for people to live their true purpose, telling the stories of the six creators across various disciplines.
It serves as an embodiment of the brand’s core principals – ‘creativity, collaboration, crafting with purpose and the courage to act with intent and do good boldly’.
Aretha Brown, a proud Gumbaynggirr woman, is the face of the local execution. The spot draws inspiration from her identity as a queer, Blak young person, as well as her passion for amplifying the voices of marginalised communities and individuals.
“Taking up space is really integral to how I move through the world,” Brown said. “The subject matter that inspires me the most is my identity as a young Indigenous person living in an urban environment. It shows a kind of modernity that is often not granted to us as Indigenous people.
“Aboriginal women have been painting walls in this country since time began. I’m just continuing on that legacy.”
Vanessa LeFebvre, president of global activewear at Champion, said: “We firmly believe that we are not defined by what we make, but by what we do with it.
“In this next chapter of our brand story, we are redefining what it means to champion – for us it is no longer a title or indication of winning, but rather, a means to take action and create something with real impact.
“To be a champion is to pursue your passion, to create, and to ‘Champion What Moves You’,” she added.
US-based Energy BBDO created the spots, and chief creative officer Josh Gross said: “Champion is a force within culture around the globe.
“With ‘Champion What Moves You,’ we’re excited to elevate these stories of incredible people who are breaking boundaries and making an impact within their communities and beyond.”
Brown’s spot is live across social and digital channels in Australia and New Zealand, while content featuring the other five creators is rolling out across other global markets.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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