Brand partners with sports legend Magic Johnson in a quest to find unique teams around the world to share their stories
Champion®, the global athleticwear icon, is celebrating a
century of teamwork with the launch of its centennial anniversary
campaign – “100 Years for the Team” – that will explore
what it means to be a team in 2019 from the perspective of participating
teams, clubs, squads and crews across the world.
From its humble Rochester, N.Y. beginnings in 1919 as Knickerbocker
Knitting Mills to its position today as one of the largest and fastest
growing global athleticwear brands, Champion has always been about one
thing – the team. To celebrate a century of team spirit, Champion will
engage with teams small and large around the world to share their
passion about teamwork and what it means to them to be a team.
Throughout the year, Champion will highlight and celebrate teams through
social media, a special website, exclusive product collections, events
and influencer partnerships. Select teams will even be featured in a
centennial celebration video.
“This significant milestone for Champion allows us to reflect on what
‘team’ and the evolution of ‘sports’ means today to consumers around the
globe,” said Jon Ram, Group President, Global Activewear, Hanesbrands
Inc. “Helping people come together as teams and being innovators in the
industry has been an important part of our brand’s story since the very
beginning. Now is the time to look ahead and celebrate how teams today
have the power to change the world for the better, and how we assist in
enabling them.”
The campaign will launch with a special film that features someone who
has experienced the power of the team personally – the iconic basketball
legend Magic Johnson. In the film, Johnson shares his reflections and
insights into what truly makes a great team.
“As part of the ‘Dream Team,’ I experienced first-hand the power of
people coming together to achieve great things,” said Johnson. “I’m
pleased to celebrate the power of teams in Champion’s 100th
anniversary campaign.”
From its inception, Champion has been a part of some of the most
important moments in sports and cultural history. From designing
collegiate apparel to supplying military uniforms, and dressing iconic
sports teams such as the gold medal-winning 1992 U.S. Olympic Men’s
Basketball “dream team,” Champion has proudly outfitted a broad range of
teams over the past 100 years. Be it on the field, on the court or in
the street, Champion has been embraced by teams around the world.
Champion has also been at the forefront of innovation since its
establishment with patented creations, such as the iconic Reverse Weave
sweatshirt. In 2018 the Reverse Weave hoodie was permanently installed
into the Museum of Modern Art in New York City.
100 Years for the Team Campaign
Throughout the year, Champion will showcase a variety of modern-day
teams while also looking back at key milestones in the brand’s rich
history that have cemented the signature ‘C’ logo within sports and
popular culture. The 100th anniversary campaign will feature
a global digital and social media campaign, a limited-edition Century
Collection, and partnerships with key influencers.
“The ‘100 Years for the Team’ campaign allows us to connect with teams
throughout the world to really show what team means during our
centennial anniversary, in addition to partnering with the legendary
Magic Johnson to celebrate and explore his own authentic history of
passion and team spirit,” said David Robertson, Director of Brand
Marketing. “Whether you’re a sports team of four from Tokyo or a team of
three hundred from Texas interacting in everyday life, Champion wants to
find you and to share your story.”
Teams are encouraged to share their stories via social media using
#Champion100 or through the Champion100.com website for the opportunity
to receive limited-edition product, be featured in a centennial
celebration video and spotlighted on Champion’s social media channels
and website. Limited-edition product collections, events and influencer
partnerships will be announced throughout 2019. For further information
on the Champion “100 Years for the Team” campaign, please visit the
website and follow the brand on Instagram, Twitter and Facebook.
About Champion®
Since 1919, Champion Athleticwear has offered a full line of innovative
athletic apparel for men and women including activewear, sweats, tees,
sports bras, team uniforms and accessories. Champion uses innovative
design and state-of-the-art product testing to ensure uncompromised
quality and innovative apparel for its consumers. Champion Athleticwear
can be purchased at department stores, sporting goods, specialty
retailers, and at Champion.com.
For more information, please contact us at 1-800-315-0563 or at Facebook.com/Champion,
follow us on Twitter @Championusa
or on Instagram @Champion.
Champion is a brand of Hanesbrands Inc. (NYSE:HBI).
