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Overview
The key issue facing Champion was one of cultural relevancy—the brand had lost its connection with consumers.
We needed to bring to life the passion and beliefs of Champion that surround "performance" and foster a new conversation around the brand.
We started with an attitude and position that only they can claim, and a bold new look to match. A partnership with a winning NASCAR driver, a new website and a search for tomorrow's champions get the reinvigorated brand in front of the right eyes to influence the influencers and build a new image from the asphalt up.
The Search for a Champion
With a new look and attitude Champion wanted to go from 0-60 mph as fast as possible. This meant getting the real influencers—racers, excited about the brand.
The only thing up and coming racers want as much as a win is a sponsorship. Knowing this made it only natural to unleash the Search for a Champion contest. Where Champion owns up to their name and rewards winning racers from any type of sport with an engine.
NASCAR driver Kevin Harvick, laser-focused media, user generated content and social marketing help get the word out.
Digital
Champions new website is focused right where it should be—on creating excitement around a new vision of the brand, showcasing their entire fleet of products, and reminding consumers of their second-to-none legacy.
Winning Champion racer Kevin Harvick has a substantial presence on the site. His background of Go-Kart racing makes him the ideal voice for the Search for a Champion contest because he knows exactly how much a sponsorship can mean to a small race team.
Champion's winning new look and attitude translate across all channels. From digital and social to print ads and garage posters. The spirit that once led the Champion brand to dominate every motor sport in the world will be seen in publications, at track, industry events, all over the web and in garages across America.
