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Athletic apparel company Champion, long known for comfortable sweats, is taking itself in a fresh direction with its new ‘Dare to be Champion’ campaign, highlighting individual athletes and makers seeking greater heights.

A new brand anthem spot from Champion showcases three inspiring individuals – a skateboarder from LA, Leandre, a dancer from LA, Jaira, and an artist from New York City, Casey. The three encapsulate Champion’s vision: one that celebrates the life, heart, skill and dreams of real champions, according to the brand.

‘Dare to be Champion’ is Champion’s latest, full-scale campaign that builds on the current momentum behind the brand, as Champion prepares to open its first US retail location in Los Angeles. Partnering with creative AOR 360i, Champion casts a light on the real-life passions of Leandre, Jaira, and Casey, leaning in to the brand’s accessibility and away from the notion that success is solely defined as winning. Instead, it shows three people whose hard work and talents make them keep trying, even if they haven’t found fame yet.

In three shorter individual spots, Leandre is seen skating LA streets and skate parks to hone his skills while Jaira uses dance to create her own identity. Casey uses abandoned buildings to create his elaborate street art works, baring it all artistically even though he knows the works may be painted over soon after.

Leveraging online video across Facebook, Instagram and Snapchat to reach a young and diverse audience, Champion will also tap the three champions’ own social channels for influencer-driven campaigns.

360i: Champion 'Dare to be Champion'

Agency: 360i
Client: Champion
Date: April 2018
A new brand anthem spot from Champion showcases three inspiring individuals – a skateboarder from LA, Leandre, a dancer from LA, Jaira and an artist from New York City, Casey. The three encapsulate Champion’s vision: one that celebrates the life, heart, skill and dreams of real champions, according to the brand.
‘Dare to be Champion’ is Champion’s latest, full-scale campaign that builds on the current momentum behind the brand, as Champion prepares to open its first US retail location in Los Angeles. Partnering with creative AOR 360i, Champion casts a light on the real-life passions of Leandre, Jaira, and Casey, leaning in to the brand’s accessibility and away from the notion that success is solely defined as winning. Instead, it shows three people whose hard work and talents make them keep trying, even if they haven’t found fame yet.
In three shorter individual spots, Leandre is seen skating LA streets and skate parks to hone his skills while Jaira uses dance to create her own identity. Casey uses abandoned buildings to create his elaborate street art works, baring it all artistically even though he knows the works may be painted over soon after.
Credits:
 
 
 
Client
Sidney Falken, Chief Branding Officer
David Robertson, Director of Marketing
Catherine Rankin, Marketing Manager
360i: Lead creative agency
Menno Kluin, CCO
Alex Shulhafer, GCD
Piper Hickman, GCD
Emanuel Vinkler, Art Director 
Jay Zschunke, Copywriter
Robert George, Senior Copywriter
Kadeem Dick, Senior Motion Designer
Colin Pearsall, Head of Integrated Production
Carly Salaman, Executive Producer
Lucy Scott, Senior Producer
Jose Diaz, Associate Producer
Linda Ferrara, VP, Director Business Affairs
Sheena Harper, Project Manager
Tiffany Curry, SVP, Group Account Director
Diane Myers, Account Director
Becca Turkel, Account Manager
Amie Dowker, VP, Director of Strategy
Catherine Fretter, Sr. Strategist
Erika Mahon, Associate Media Director
Nicole Benzer, Media Manager
Karen Chiang, Manager IM
Masha Murakhovsky, Sr. Social Marketing Manager
Ari Berkowitz, Associate Social Marketing Manager
 
Production Company: Voyager Creative
Directors: Henry Busby & Marcus Tortorici 
Executive Producer: Andrew Hutcheson
Head of Production: David Brickel
Line Producer: Zein Zubi
Director of Photography: Jeff Melanson
Photographer: Sam Nixon
Editorial: Final Cut
Editor: Spencer Campbell 
Executive Producer: Sarah Roebuck
President: Stephanie Apt
Head of Production: Penny Ensley
Producer: Lena Lobel
Assistant Editors: Brandon Iben & Geoff Hastings
 
Post Production Company: Significant Others
Visual Effects Producer: Kyra Hendricks
VFX Artist/Creative Director: Dirk Green 
Motion Graphics Artist: Phil Brooks
 
Color: Color Collective
Producer: Claudia Guevara
Colorist: Mike Howell 
 
Audio Company: Machine
Audio Producer: Alek Rost
Audio Mixer: T. Terressa Tate
Audio Assist: Amanda Fuentes
Tags: United States
 
 
 
 
 
 
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