More than 100-years-old, Champion is a brand that has a storied heritage in motorsports. We took inspiration from that legacy in performance automotive culture and created a simple colorway and graphic illustrative style that makes the brand immediately recognizable everywhere it appears. We arrived at a contemporary look for the brand that is at once inviting, inspiring, familiar and clearly understood.
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The design system has grown to incorporate all media executions and experiential installations. It has also helped Champion gain partner interest, building a bigger retail footprint for the brand. In addition, the campaign has received recognition at major awards shows, garnering a Gold National ADDY and Bronze at the International ANDY Awards.