Summary:
Champion is leveraging Y2K and 90s trends to revitalize its brand.
The brand's sweatshirts dominate resale platforms like Vinted and Depop.
Paul Mallon highlights the double-edged sword of popularity in advertising.
Champion's new campaign focuses on authenticity and quality.
The strategy aims to emotionally engage both new and returning customers.
Champion is not just a brand; it's a cultural icon that has been revitalized by the Y2K and 90s trend cycles. Its sweatshirts have taken over platforms like Vinted and Depop, becoming a staple in the resale market. However, as Paul Mallon, Champion's Senior Manager for Brand Strategy and Creative Content, shares, this popularity comes with its challenges, particularly in advertising.
The Double-Edged Sword of Popularity
Mallon emphasizes that while the brand's resurgence is exciting, it can also lead to a double-edged sword scenario in advertising. The balance between leveraging nostalgia and maintaining brand integrity is crucial. Champion aims to connect with both new and returning customers by emphasizing its rich heritage and quality.
Champion's Strategic Direction
As Champion looks to invest in an above-the-line campaign, the focus will be on going back to basics. This means highlighting the authenticity of the brand and its commitment to quality. The strategy aims to engage consumers emotionally, reminding them of what made Champion a household name in the first place.
By embracing its history while pushing forward, Champion is poised to not just ride the wave of nostalgia but to redefine what it means to be a sweatshirt brand in today's market.
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