Champs Sports

We set out to prove that Champs' slogan, “We know game”, wasn’t just talk. We wanted to be the sports brand that young athletes and sports lovers looked to for inspiration, between the lines and outside of them. When ideating our new Instagram strategy, we stressed the importance of covering all facets of our target fan’s life. What was so fun about that challenge? Young athletes and fans have a lot on their minds. Below are the content franchises we developed and executed throughout the year.

Marquee Matchups 

Before they take the practice clothes off, they turn the TV on. We knew that. And we knew exactly what they were watching. When a big sporting event was happening that night, we wanted our fans to know that we were going to be tuned in. And for all the right reasons.

The Option

“You look good, you feel good, you play good.” - Deion Sanders … and the consumers following sports brands on social media. Whether it was giving them the choice to rock their hat backward or sideways, or showing them multiple variations of the newest sneaker line, we demonstrated that there’s always more than one way to look good if you’re wearing Champs gear.

No Days Off

Anyone who played a competitive sport can relate to the days when they wanted to skip a workout, or sleep in just a little bit longer. We wanted to inspire young athletes to resist that urge. To show them that you begin to beat your opponent before the season even starts.

Word Up

The greatest athletes don’t let anything get in the way of their quest to win. And they’re not afraid to admit it. We used motivational quotes from some of the most popular professional athletes to inspire the kids looking to fill their sneakers and cleats.

Moments in History

When the #1 team in the nation loses to its biggest rival on a 109-yard field goal return, the best fans don’t forget it. So neither did we. When a National Championship features two of college basketball’s most storied programs, the best fans recognize that history is on the line. So we did too. 

Modeling

And when we were threatening to exceed the monthly budget, I was never afraid to offer my services as a model. Sure, maybe my shins made it live while my face hit the chopping block. You win some, you lose some.