Reviving a historic brand
In 2013, Rich London were appointed by ‘Champion Europe’ to handle the UK re launch of Champion. We had very little tools to work with but we worked hard to create hype and credible exposure.
Over a period of 3 years we have completely developed the brands consumer and media identity driving credibility, social media footprint and sales not only just here in the UK but globally.
The UK and EU arm of the brand became so strong in this 3 year period resulting in the $200million acquisition of Champion EU by Champion USA and PR/Marketing was taken in-house.
SS16 Champion Campaign
When we started with champion, the collection was just technical sportswear which was not what the UK market wanted to see. We produced a shoot with these sourced samples using a big name photographer to build hype and anticipation.
With no archive imagery available we had to research deep into the brands history unearthing relevant content for press releases and social content.
To illustrate what the UK needed in terms of a collection Rich London mocked up a collection, many of which were then developed and put into production.
How We DiD It
Planning events, collaborations and special projects.
Producing new high standard, high impact visuals
Communicating brand activity to key influencers, online and in print media.
Strategically connect the brand to the rest of the world via Instagram, Twitter and Facebook.
After 2 years Champion were persuaded by us to start using social media. We set up and managed both Facebook, Twitter and Instagram accounts managing the UK initially reaching 15k before we were asked to widen the reach and manage social media for Europe.
COLLABORATIONS + SPECIAL PROJECTS
Using our UK contacts we began to arrange partnerships and exciting projects to add energy to the seasons collection and drive through. For Champion these included successful partnerships with BBYFACE a new all-girl collective generating thousands of pieces of credible exposure. Further collaborations with Woodwood and Todd Snyder followed.
Product Placements + Influencers
Placing the products in influential magazine titles and onto influencers including names such as Big Sean, Blondey McCoy, Amy Becker, Lilly Allen, Professor Green and many more
With 1000’s of great pieces of print and online exposure, all of which in todays digital world goes ‘online’ to a global audience shared by millions and stays there forever.
It began to be very clear that having such ‘cool’ brand activity steaming from London was effecting the brand globally and was key part in the brands growth.
EU, US and Japan all soon noticed what we were doing and began to compliment us for how we were managing, energising and directing champion. eventually with such a credible position in the market the whole UK/EU licence was bought back and is now flourishing.