a leading athletic apparel brand for men and women,
recently announced the launch of a
national ad campaign featuring a new tagline, "How You Play."
The campaign, which includes print, out-of-home, online and
viral components, is designed to capture the everyday moments of
fun and sport in a series of cool and hip lifestyle images.
"The new ad campaign for Champion represents an
exciting new chapter in the history of this iconic brand," said
Claire Edgar, Director Champion Brand Marketing. "While
we have always played off our strength as the authentic athletic
brand for the real athletes everywhere, we also wanted to show
off our stylish side especially to younger consumers, those in
"It's about injecting fitness and fun into the many vignettes
of our lives. For most of us, we enjoy sports and fitness,
especially as a time to engage with our friends, but working out
is not our entire life. The new "How You Play" campaign reflects
Champion's approachable, energetic spirit outside of
the traditional gym environment - you see men and women running
on the beach, playing touch football or enjoying time together
The new campaign, created by The Kaplan Thaler Group, is the
company's first work since winning the account.
"The focus of the campaign is about all of the people in our
lives and how we integrate sports into the big picture," said
Linda Kaplan Thaler, CEO and Chief Creative Officer of The
Kaplan Thaler Group.
"Together with photographer Miko Lim, we were able to capture
some very compelling and breakthrough images which we then
executed across a variety of media to communicate our messages
in new and very creative ways."
As part of the out-of-home
campaign, an unusual outdoor execution will feature two adjacent
billboards showing a man and woman in separate ads at New York
City's Penn Station and in Los Angeles. The man appears to be
checking out the woman who is looking over her shoulder at him.
They soon "move in together" into one billboard, while the other
billboard displays the Champion logo.
The print campaign will launch in November with gatefolds,
spreads and full-page ads running in Details, Maxim,
Blender, Vogue, US Weekly, Lucky, Cosmopolitan and other
magazines through January 2008.
Out-of-home bulletins and out-of-home street kiosks will run
in cities such as New York, Los Angeles, Chicago, Dallas and
Miami until spring 2008.
The "How You Play" campaign is the first for the Champion
brand since 2003. The Champion brand is owned by Hanesbrands,
Inc., which has increased investment behind its largest and
strongest brands since its spinoff as an independent company in
September 2006. Hanesbrands announced on October 31 that is has
entered into a multifaceted 10-year marketing alliance with Walt
Disney Parks and Resorts, including naming rights, product
co-branding and category exclusivity for apparel sales involving
the Champion and Hanes brands.
Hanesbrands acquired the naming rights for Champion
for the stadium at Disney's Wide World of Sports Complex in Lake
Buena Vista, Fla. Champion Stadium will be home for the Atlanta
Braves spring training and is part of the nation's premier
amateur sports venue, attracting more than 1.1 million visitors
and 240,000 athletes each year.
In addition to being the official activewear apparel for the
sports complex, Champion has category exclusivity,
along with Hanes, for select apparel, including
T-shirts and fleece wear, at Disneyland Resort in Anaheim,
Calif., Walt Disney World Resort, and all eight ESPN Zone
restaurants and stores across the country. Much of the apparel
at the venues will be co-labeled ESPN Zone by Champion
and Disney's Wide World of Sports Complex by Champion.
The alliance also includes in-store promotional and brand
building opportunities at the ESPN Zone restaurants in Anaheim,
Atlanta, Baltimore, Chicago, Denver, Las Vegas, New York City
and Washington, D.C. The alliance was announced Oct. 31. Terms
were not disclosed.
Champion offers a full line of
innovative athletic apparel for men and women including sport
bras, activewear, team uniforms, sweats and accessories.
Champion can be purchased at most sporting goods and
department stores. For more information about Champion
for men and women visit
www.championusa.com. Champion is a brand of
About Hanesbrands Inc.
Hanesbrands Inc. is a leading marketer of innerwear,
outerwear and hosiery apparel under strong consumer brands,
including Hanes, Champion, Playtex, Bali, Just My Size,
barely there and Wonderbra. The company designs,
manufactures, sources and sells T-shirts, bras, panties, men's
underwear, children's underwear, socks, hosiery, casual wear and
active wear. Hanesbrands has approximately 50,000 employees in
more than 25 countries.
About The Kaplan Thaler Group
Kaplan Thaler Group has been ranked by industry publications
as the one of the fastest-growing advertising agencies in the
U.S. and is touted for its breakthrough creative and immediate
results. KTG's blue-chip client roster includes Aflac,
Continental Airlines, Outback Steakhouse, Pfizer, Procter &
Gamble (Dawn and Swiffer, among other brands), Revlon, Trojan,
U.S. Bank and Wyeth (Centrum and Caltrate). The Kaplan Thaler
Group is part of the Publicis Groupe, one of the world's largest
communications holding companies.