‘The hoodie before there were hoodies’: Champion pays homage to origins in new campaign
Streetwear and athletic apparel brand Champion has launched a new campaign honouring the brand’s legacy as the so-called “inventor of the hoodie”, via indie creative agency and production house PUSH.
‘Through It All’ is rolling out across Australia and New Zealand, celebrating the garment’s significance beyond its athletic roots.
“Champion didn’t just invent the hoodie, we created a cultural icon,” said Sheleen Jegasothy, head of marketing at Champion ANZ.
“From being recognised by New York’s Museum of Modern Art for its lasting impact on modern culture to becoming a cornerstone of 90s hip hop style, the Champion hoodie has transcended its utilitarian origins, becoming a symbol of self-expression, belonging and shared experiences, across generations. ‘Through It All’ celebrates this legacy and the emotional connection people have with their Champion hoodies.”
In the 1930s, the brand revolutionised athletic apparel by introducing the ‘hoodie’, a creation inspired by the athlete’s journey. Originally designed as a warm-up or sideline garment, the sweatshirt offered sportspeople a comfortable layer between game time or practice sessions. The later addition of the hood cemented Champion hoodies in athleticwear and fashion history.
As testament to Champion’s heritage, the Reverse Weave Hoodie was exhibited in the Museum of Modern Art (MoMA) exhibition ‘Items: Is Fashion Modern?’. In 2018, the Hoodie became part of the permanent
collection, proof of its enduring impact on modern society.
PUSH’s managing director and strategy lead, Ashleigh Parker, added: “When we first started working with Champion, the biggest surprise was that we didn’t know the brand invented the hoodie.
“Throughout the ‘Through It All’ campaign, we wanted to emulate the feeling of home and connection that the garment has provided to many generations. Like an old pair of 501s, the Champion hoodie is a wardrobe staple – something you can rely on to make you feel comfortable, through it all.”
The campaign will span paid, owned, earned, and shared channels, including digital and social media, OOH, PR, influencer partnerships, content creation, and activations.
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Lauren McNamara is a journalist 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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