January 2025

Fabric of a Champion

Champion

Date

January 2025

Timeline

2 months

Client

Champion

Industries

Sport, Fashion

A campaign built around the fabric that makes a Champion.

Fabric of a Champion rolled out across Milan, Berlin, London and Manchester, with UK musician Loyle Carner fronting the campaign as its central talent. Office of Joe Diver designed the campaign system across digital, out-of-home and web, working in collaboration with Nynex, who led the project.

Agency: Studio Nynex
Talent: Loyle Carner
Creative Director: Michael O'Donnell, Jake Jacobs
Photography: Lily Brown

Service

Delivered

Campaign

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The Concept

The concept was built on two things: the fabric, and the champion wearing it. A visual system paired the two throughout the campaign, close-up shots of the garment's fabric against imagery of the champion in motion, wearing it, living in it.

While the campaign had a clear product focus, the real energy was in celebrating the people who actually wear the brand, in their everyday lives, in their own style. The garment becomes the fabric of the person wearing it.

A campaign for real life and the digital world

Reverse Weave

Digging through the Champion archives, key diagrams from the brand's early stages were redesigned, back to the reverse weave innovation that first brought Champion onto the scene as a major name in sports apparel.

A unified visual system carried the campaign consistently across each European city it launched in.

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