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Champion launches “100 Years for the Team” campaign to celebrate centenary

Tom Bottomley
30 January 2019

Heritage US sportswear brand Champion is launching a centennial anniversary campaign called “100 Years for the Team”, exploring the meaning of what it means to be a team in 2019 from the perspective of participating teams, clubs, squads and crews across the world.

The brand is partnering with basketball legend Magic Johnson in a quest to find unique teams around the world to share their stories. The campaign will launch with a special film featuring Johnson, who shares his reflections and insights into what truly makes a great team.

“As part of the ‘Dream Team’, I experienced first-hand the power of people coming together to achieve great things,” says Johnson. “I’m pleased to celebrate the power of teams in Champion’s 100th anniversary campaign.”

Throughout the year, Champion will highlight and celebrate teams through social media, a special website, an exclusive limited edition "Century Collection", events and influencer partnerships. Select teams will even be featured in a centennial celebration video.


Teams are encouraged to share their stories via social media using #Champion100 or through the website. Champion director of brand marketing, David Robertson, says: “Whether you’re a sports team of four from Tokyo or a team of three hundred from Texas interacting in everyday life, Champion wants to find you and share your story.

From its humble beginnings in Rochester, New York, in 1919 as Knickerbocker Knitting Mills, to its position today as one of the largest and fastest growing global athleticwear brands, Champion has always been about one thing – the team. This is a true celebration of its famous past, whilst engaging with the teams of today. It’s also a very strong brand marketing concept on a global scale.

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