Heritage streetwear and athletic apparel brand Champion has launched its new global brand campaign ‘Champion What Moves You’ via Energy BBDO, Chicago.
As a brand whose mission is to provide every champion a canvas to live their true purpose, Champion is taking action through the campaign rollout, calling upon a global network of real creators – from rappers to street artists and shoe cobblers, spotlighting their purpose and putting them at the heart of its brand story.
From Australia to The United States, Japan, and LATAM, the new campaign heros six creators with purpose across various disciplines – telling their stories through the eyes of local directors.
The face of the Australian Champion What Moves You campaign is First Nations painter and activist, Aretha Brown, who holds a strong passion for amplifying the voices of marginalised individuals and communities.
Championing inclusivity and harnessing the power of art, Aretha is a proud Gumbaynggirr woman who has produced over 50 public murals around the world, drawing inspiration from her own identity as a queer, Blak, young person for her works. In 2019, Aretha formed the **Kiss My Art collective, championing young women and non-binary artists. This movement reclaims public spaces through street art, painting, and mixed media, imparting a new visual narrative.
Says Brown: “Taking up space is really integral to how I move through the world. The subject matter that inspires me the most is my identity as a young Indigenous person living in an urban environment. It shows a kind of modernity that is often not granted to us as Indigenous people. Aboriginal women have been painting walls in this country since time began. I’m just continuing on that legacy.”
To Champion, a “Creator with Purpose” is someone that blurs the lines between personal passion and impactful contribution. Each of the campaign’s featured creators are individuals that have harnessed their creative gifts to achieve a long-term goal that aligns with their values, and is bigger than themselves to champion their community and a better tomorrow. Their causes encompass realms such as activism, human rights, sustainability, and mental wellbeing.
Says Vanessa LeFebvre, president of global activewear at Champion: “We firmly believe that we are not defined by what we make, but by what we do with it. In this next chapter of our brand story, we are redefining what it means to champion – for us it is no longer a title or indication of winning, but rather, a means to take action and create something with real impact. To be a champion is to pursue your passion, to create, and to Champion What Moves You.”
Created by advertising agency Energy BBDO, the :60, :30 and :15 spots are now live across Champion’s Australian and New Zealand social and digital channels. Content is also being rolled out in all other global markets, including The United States, United Kingdom, China, Japan, and LATAM.
Says Josh Gross, chief creative officer of Energy BBDO: “Champion is a force within culture around the globe. With ‘Champion What Moves You,’ we’re excited to elevate these stories of incredible people who are breaking boundaries and making an impact within their communities and beyond.”
This campaign serves as a direct embodiment of Champion’s core principles: creativity, collaboration, crafting with purpose, and the courage to act with intent and do good boldly. Each of the six creators have not just mastered their unique craft, but championed meaningful causes that are lifelong pursuits and go beyond winning.
Push – (Local) Production Agency
Talent – Aretha Brown @_enterthedragon_
Production – PUSH @push.xyz
Managing Director – Ashleigh Parker
Director – Sophia de Vries @sophia.devries
Producer – Gen O’Shea @genevieveoshea
DOP – Michael Lincoln @michaelincolndp
1st AC – Dan Stone @cameramandan_
Photographer – Bernice Jiang @berni.jiang
Sound – Jan Wong @janwongaudio
HMU – Kahealea Coleman-Wilson @makeupbykahealea
Stylist – Molly Johnstone @_mollyjohnstone
Editor – Priscilla Cui @pickles_cui
Champion AU NZ
Head of Marketing AU NZ – Sheleen Jegasothy @sheleenjega
Brand Manager AU NZ – Rory O’Halloran @roryohalloran
Creative Agency: Energy BBDO
Chief Creative Officer: Josh Gross
Director of Creative Services: Erin Welsh
Executive Creative Directors: Jonathan Fussell, Robin Laurens
Creative Directors: Eve Anthony, Gabriel Barrea, Zé Baldin, Jenna Nussbaum
Associate Creative Director: Victor Ferreira
Senior Copywriter: Tony Marzano
Senior Art Director: Remy James
Art Director: Caitlin Madlinger
Copywriter: Peter McCormick
Associate Design Director: SoA Ryu
Director of Production: Jeff Davis
Senior Producers: Nina Xoomsai, Currey Dorris
Producers: Kristin Grandberry
Content Producer: Matt Scheffer
Executive Director of Music: Daniel Kuypers
Music Business Manager: Cara Niemi
Senior Talent Business Manager: Karen Clairmont-Smith
Global Operations Director: Sara Grenchik
Chief Executive Officer: Jeff Adkins
Chief Strategy Officer: Larry Gies
Chief Innovation Officer: Alan Parker
Client Services Director: Greg Morrison
Account Director: Juan Roman
Account Supervisor: Tilbe Cakar
Group Strategy Director: Leah Gritton
Strategy Director: Lauren Hurtis
Senior Project Manager: Katie Baiers