Champion Australia
What Moves You?
Graphic Design and Illustration / Trend Development / Product Design & Development / Retail Display Concept / Campaign Support
Deliverables
Champion wanted to release a Christmas capsule that moved beyond its traditional sportswear positioning.
The goal was to reach a more streetwear-leaning audience while presenting the range as a strong gifting option during the holiday period.
Challenge
We developed a graphic direction inspired by skate and street culture, balancing Champion’s heritage typography with contemporary illustration.
The range was supported with retail display concepts and in-store messaging designed to frame the product as a seasonal gift rather than just another T-shirt.
Approach
The collection introduced a more street-driven aesthetic to the assortment and demonstrated how Champion could extend beyond performance into lifestyle product.
Outcome
