Under the hood(ie): Why Champion is championing the sweatshirt in major ad push [Video]

Champion is one of those iconic brands made cool again by the Y2K and 90s trend cycles. Its sweaters dominate the feeds of resell sites such as Vinted and Depop. However, as Paul Mallon, its senior manager for brand strategy and creative content, explains, this can be a “double-edged sword” when it comes to advertising.

“If people are prepared to buy you as vintage, the reason they’re buying is because the brand has stood the test of time and the product still looks great.” While this is great for brand awareness, relying on being vintage or retro can damage the brand in the long term.

“If you don’t move forward as well, then some people will just view you as a dormant, sleeping giant brand,” says Mallon, who was previously Paddy Power’s head of brand and Lucky Generals’ head of special ops.

Champion is also well known for its fashion collaborations, partnering with the …

Tags Ad Campaign, Global Marketing, Marketing Strategies, Social Media Advertising, Strategies