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Get It Girl

Champion

Client name
Champion
Program name
Get It girl
Timing
March To May 2022
Champion header image

Challenge & Goal Women in sports don’t traditionally take centre stage. We helped Champion shine the spotlight on female athletes by connecting with them like never before.

Insights & Strategy The athletic wear industry has always been dominated by male voices. Recent studies have found that a quarter of women aren’t comfortable in their own skin. We saw an opportunity to empower female athletes and raise the bar for comfort and style. Leveraging the brand’s heritage and new partnerships to draw attention to the issue, we helped Champion emerge and earn credit as a brand that supports women, both on and off the field.

Execution We partnered the brand with rapper and former athlete Saweetie to create “Get It Girl,” a campaign showcasing athletic wear that women can feel good in. It featured 12 diverse female athletes, all members of the Champion Circle, each of whom received a two-year NIL investment as official brand ambassadors. To drive storytelling, we designed a winning PR playbook that included a virtual media day with Saweetie, interviews with athletes, exclusive visual content, and more.

Results & Impact

3.6

billion impressions

61

earned placements including Rolling Stone, Billboard and Ebony Vibe, MadameNoire and Elle, Yahoo! Sports.

20%

increase in Sports Bra related product revenue

Double Digit

lift on all women’s category pages on champion.com

Nomination

Inaugural NIL awards in the Best Individual Campaign category for incorporating NIL athletes