CHAMPION CRAFT SERIES
CHAMPION CRAFT SERIES
ROLE: CREATIVE STRATEGY, INFLUENCER STRATEGY, ACCOUNT LEAD, PROJECT MANAGER
The Challenge
Champion’s Reverse Weave crewneck had heritage credibility, but heritage alone doesn’t sell. The brand needed to reintroduce its icon to a new generation of creators in a way that felt intentional, elevated, and culturally relevant—before it faded into the background.
The Solution
We launched the Champion Craft Series: a six-city campaign spotlighting emerging creators across the U.S. Each capsule reinterpreted the Reverse Weave through the lens of community, craft, and personal story. From content to capsule to retail takeovers, this was a modern expression of Champion’s legacy told through the hands shaping what’s next in culture.