Champion launches new Pride campaign and partnership via TABOO, Sissy Studios and PUSH
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and- New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance.
Teaming up with queer screen culture non-for-profit Sissy Studios, TABOO and PUSH, Champion Australia worked collaboratively on the ideation, campaign strategy and rollout, while the design was created by Champion Australia’s leading internal team.
Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic reverse weave hoodies, bucket hats, caps and socks.
The collection also marks an exciting union between Champion and the Queer Sporting Alliance (QSA) – Australia & NZ’s largest LGBTQIA+ community sporting club. Champion will support the QSA, which aims to make sport a safe place for everyone, through uniform and fund donations throughout the partnership. A leading sportswear brand for over a century, Champion recognised it was deeply important to help create an inclusive space for the LGBTQIA+ community to play sport.
Says Christie Madsen, Champion Aus NZ marketing manager: “We’re so stoked to announce our partnership with Queer Sporting Alliance (QSA) that kicks off during Pride month and will live well beyond June. In sport, we want everyone to feel comfortable both on and off the track, court and field. That’s exactly what the QSA want & we’re here to support.”
Says Stella Lesic, president and founder, QSA: “In all of our rainbow dreams, QSA couldn’t have dreamt up a more aligned partnership. It is very clear to us that Champion is fully committed to learning more about how to best support LGBTQIA+ folk and their allies access community sport. We are here and Queer for it.”
The bold campaign is brought to life by five artists, from Australia and New Zealand’s booming creative industries, who represent inclusivity, solidarity, identity and advocacy within the LGBTQIA+ community. Australian musician Jesswar, artist Frances Cannon, DJ and producer Sullivan Patten, artist Joseph Althouse and New Zealand dancer Elvis Lopeti are the unified faces that give this progressive range a heartbeat.
Says Henrietta Corley, senior account director at TABOO: “Champion has a proven history of championing for all. We were thrilled to help them bring this range to life, by elevating LGBTQIA+ voices and ensuring we told and respected their stories properly.”
Each talent champions a colour that represents Pride and shines light on a chosen word that reflects their individual journey. The words of the collective include – infinite, carefree, self-love, proud and dream.
The Champions of Pride collection will launch online and in store on Wednesday 9th June 2021. Show your true colours and be a Champion of Pride today.
Marketing Manager – Christie Madsen
Brand Manager – Rory O’Halloran
Executive Creative Director – Nick Jamieson
Creative – Dane Falkström
Creative – Ryland Summers
Creative – Claudia Sarosiek
Creative Producer – Hannah Cleary
Group Account Director – Kate Prowse
Senior Account Director – Henrietta Corley
Account Manager – Lily Anderson
Strategy Director – James Mackinnon
Senior Strategist – Tatum Ambler
Social Media Executive – Jacob Moeschinger
PUSH X Sissy Screens
DIRECTORS Jonathon Lim (PUSH), Jessica Barclay Lawton (Sissy Screens)
DIRECTOR OF PHOTOGRAPHY Alex Cardy (Sissy Screens)
PRODUCER Alexandra George (Sissy Screens)
EXECUTIVE PRODUCER Ashleigh Parker (PUSH)
ORG DIRECTORS Tali Polichtuk & Alex Cardy (Sissy Screens)
Positivity done with attitude. Nice.