A new direction for Champion

Champion Australasia will take the lead from its international parent company this season, launching a series of new marketing campaigns and adding several fresh product categories to its portfolio.

The Sydney-headquartered operation has announced it will expand into the dance, yoga, street and surf wear markets over autumn/winter 2008 and spring/summer 2008/09. In addition to these categories, which will be distributed through major retailers and independent boutiques throughout Australia and New Zealand, Champion will move into the plus-size market with a capsule sportswear collection offering sizes 18 to 24.

The company will also drive its seasonal fashion offering through the launch of its "vintage" collection, a popular category in Japan that has attracted high fashion collaborators such as Comme des Garçons.

Champion Australasia brand manager Roger Hawke said the new initiatives had proven selling power through many international retailers.

"Australasia offers a different dynamic to the Champion brand as well with lifestyle sportswear a strong category here," he said. "A new brand initiative will be showcased in premium street and fashion stores and there will be a new core basics line offered into department and sports stores for summer."

Hawke said new channels of distribution had been introduced to meet the growing demand, along with the appointment of several brand/sales managers and state agents across Australia and New Zealand. In addition to this, Champion has unveiled a $1 million marketing and advertising campaign to be run across billboards, buses, print, online and through in-store point of sales. Framed around the tagline 'How you Play', the campaign will also include external PR initiatives and prospective collaborations with artists and musicians.

Champion Australasia marketing executive Heely Sevel said the creative direction was in line with the current strategy in America. "It involves creating a fun, fresh and playful feel in our campaigns," Sevel said. "Our shoots are generally outdoor, on location and involve several guys and girls socialising, playing sport, relaxing and enjoying life. Our new tagline sums up the feel of our new creative direction very well."

By Assia Benmedjoub