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Industry Talk

Champion reminds world hoodies are still real deal

New ‘Be Your Own’ campaign spotlights Champion’s place in sports history and celebrates the consumers that use their own style to reinvent the hoodie each and every day.

8th September 2022

Knitting Industry
 |  Winston-Salem, NC, USA

Knitted Outerwear

Champion Athleticwear, makers of authentic athletic apparel since 1919, is celebrating its place in sports history as the inventor of the world’s first hoodie. As the originator and as the brand which carries the standard of excellence within the hoodie category, Champion is launching the ‘Be Your Own’ campaign as an ode to the hoodie.

The integrated marketing campaign is a movement to solidify Champion’s place in the athleticwear category as the original, and only, real hoodie that exists. This campaign showcases Champion hoodies as a wearable statement of comfort, style, and confidence.

In the 1930s, Champion made one update to its core product that would forever cement the brand in sportswear and fashion history - the addition of the hood. The hoodie was developed for athletes to wear on the side-lines, protecting them against the elements so they could perform at their best. Since then, Champion has continued to deliver hoodie solutions rooted in athleticism that translate to different arenas of life - the court and the field, classrooms, streets, main stage and more.

“Champion is proud of our sports heritage, and we want everyone to know that our signature “C” logo is not only the mark of a Champion but has a deep-rooted history of creating and innovating hoodie fashion,” said John Shumate, Vice President of Global Marketing, Champion. “While Champion invented the hoodie, our fans reinvent it every day. The new “Be Your Own” campaign shines the spotlight on consumers who play by their own rules and sport their own unique hoodie styles.”

Creating something as iconic as the hoodie wasn’t enough for Champion. As the experts in athleticwear, the brand continued to lean into innovations that solved issues on and off the field. From sustainably sourcing American grown cotton, to using cold water wash fabrics to reduce energy usage, Champion has kept pushing to reign supreme. After over 80 years of perfecting the hoodie, the current Champion portfolio offers an unmatched range in various silhouettes, fabrics, graphics and colours to give everyone stylish and comfortable solutions for any occasion, including:

Reverse Weave: The Heavyweight Icon - The first of its kind, the legendary Reverse Weave is cut on the cross-grain to resist vertical shrinkage and to maintain the integrity of the construction play after play. The hoodie that started it all features signature ribbed stretch side panels for mobility, durable double-needle construction and a double-layer hood that stands the test of time.

Classic Fleece: Colourful Statement Style - A cotton blend made from a portion of recycled polyester fibres in a mix of bold colours and graphics with a soft-brushed interior for stylish warmth without the extra weight.

Powerblend Fleece: Year-round Powerhouse - Champion’s midweight, exceptionally soft cotton/polyester blend that’s crafted with extra stitch details, a double-layer hood with metal grommets, soft back neck tape, and hand-warming pouch pocket for warmth and durability. Resistant to shrinkage and pilling for the perfect fit with comfort that always stays true and won't weigh you down.

Since inception, the Champion hoodie has transcended beyond the field and become a staple in sports, style and culture. In 2017, the Reverse Weave hoodie was recognized by MoMA as one of the 111 items that have shaped the history of fashion, further confirming Champion’s impact across the nation. The Be Your Own campaign was created in partnership with advertising agency Energy BBDO to remind the world about the influence of Champion hoodies, on style and culture through the lens of everyday champions. The new campaign spotlights fan favourite hoodies in playful content that will appear in linear TV spots, online and streaming video, in-store displays and across social platforms.

www.champion.com

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