Champion was losing traction and market share among female shoppers; brand interest was declining despite growth in the activewear category. Champion ranked last in share amongst women’s athletic brands and lacked a clear connection to the female athlete, compared with other brands in the category.
Embed Champion into the biggest female sporting achievement in US history: the Title IX Anniversary. We partnered with Saweetie, a former NCAA athlete and rapper, to showcase Champion at the intersection of sport and music. Kepler placed Champion at the heart of ESPN’s Fifty/50 initiative as one of three strategic sponsors alongside the biggest moments in women’s sports and streaming, leveraging in-game features to highlight the NCAA Women’s Tournament top players.
Unaided brand awareness
Brand sentiment lift:
“Champion is a brand that believes in inclusivity and promotes women's rights in sports and engages in motivating initiatives.”