The president of Champion Athleticwear and director of marketing speak to PSFK about using the brand's legacy in new, global and digital-led ways to maintain momentum into the future

A successful marketing campaign today goes beyond simply “hype.” Consumers are faced with an oversaturation of digital content, and to effectively engage them, brands need to build genuine connections and foster a sense of community. Naturally, brands with athletics and sports at the center of their DNA are poised to lead in this new environment. To kick off its 100th anniversary celebratory campaign, Champion is tapping into its heritage through a year-long activation that will begin on social channels, eventually transitioning into in-store events, a capsule Century Collection and other engagements centered around the celebration of teams.

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