Champion Athleticwear, a brand offered by HanesBrands Inc., Winston-Salem, N.C., is partnering with sports legend Magic Johnson to support its centennial anniversary campaign: “100 Years for the Team.”
For the new campaign promotional video shown above, Champion will engage with small and large teams around the world to share their passion about teamwork and what it means for them to be a team. The company also will highlight teams via social media, a special website, exclusive product collections, events and influencer partnerships, and feature select teams in a centennial celebration video.
“This significant milestone for Champion allows us to reflect on what ‘team’ and the evolution of ‘sports’ means today to consumers around the globe,” says Jon Ram, group president, global activewear, Hanesbrands Inc. “Helping people come together as teams and being innovators in the industry has been an important part of our brand’s story since the very beginning. Now is the time to look ahead and celebrate how teams today have the power to change the world for the better, and how we assist in enabling them.”
Champion and Magic Johnson have a history, as the company designed the uniforms for the famed 1992 United States Olympic Men’s Basketball “Dream Team,” which featured Johnson, Larry Bird, Michael Jordan and other NBA athletes. The campaign will present a special film featuring Johnson, where he shares his reflections and insights into what truly makes a great team.
“As part of the ‘Dream Team,’ I experienced first-hand the power of people coming together to achieve great things,” Johnson says. “I’m pleased to celebrate the power of teams in Champion’s 100th anniversary campaign.”
Champion also will look back at key milestones in the brand’s history that have cemented the signature “C” logo within sports and popular culture. The 100th anniversary campaign will feature a global digital and social-media campaign, a limited-edition Century Collection and partnerships with key influencers.
“The ‘100 Years for the Team’ campaign allows us to connect with teams throughout the world to really show what ‘team’ means during our centennial anniversary, in addition to partnering with the legendary Magic Johnson to celebrate and explore his own authentic history of passion and team spirit,” says David Robertson, director of brand marketing. “Whether you’re a sports team of four from Tokyo or a team of 300 from Texas interacting in everyday life, Champion wants to find you and to share your story.”
Teams are encouraged to share their stories via social media using #Champion100 or through the campaign’s website for the opportunity to receive the limited-edition products, be featured in the centennial celebration video and spotlighted on Champion’s social-media channels and website. — D.S.
