A new campaign celebrating everyday energy and real stories. We partnered with Champion to launch 'We Champion', defining a fresh, human direction for the brand.

Champion had built its reputation on athletic performance, but the cultural landscape had shifted. Audiences were seeking authenticity, representation and human connection, not just physical achievement. The challenge was to reposition Champion in a way that resonated with this new mindset. The brand needed a campaign that moved beyond sport to celebrate identity and presence, while remaining true to its heritage. It was about bridging the gap between legacy and relevance in an increasingly crowded market.

We partnered with Champion to build We Champion, a platform rooted in real stories and lived experiences. From strategy through to design and production, we developed a creative system that put people at the centre. Expressive typography and graphic motion gave the campaign energy, while honest portraiture created intimacy and relatability. Every element was designed to shift the focus from performance to presence, reframing Champion’s message around celebrating the everyday. This approach allowed the brand to connect with audiences on a more personal and cultural level.

We Champion provided Champion with a refreshed narrative that resonated with today’s audiences. The campaign successfully broadened the brand’s appeal beyond sport, highlighting authenticity and individuality. By championing who people are as well as what they do, the work reinforced Champion’s position as a brand that understands and reflects modern culture, securing stronger emotional engagement and wider relevance across communities.