Champion launches new ‘What Moves You’ campaign featuring six diverse creators

Champion has launched a new global campaign under the banner of 'Champion What Moves You', with six diverse creators from around the world - from rappers to street artists and cobblers – "putting them at the heart of its brand story".

The campaign spotlights "creators with purpose" across various disciplines from the UK, US, China, Japan, Latin America, and Australia, telling their stories through the eyes of local directors.

Vanessa LeFebvre, President of Global Activewear at Champion, said: "We firmly believe that we are not defined by what we make, but by what we do with it.

"In this next chapter of our brand story, we are redefining what it means to Champion - for us it is no longer a title or indication of winning, but rather, a means to take action and create something with real impact. To be a Champion is to pursue your passion, to create, and to ‘Champion What Moves You’."

The featured creators are:

• Kevin 'SignKid' Walker, a deaf writer, producer and sign-song rapper from the UK who has bridged the gap between the hearing and non-hearing world through music.
• Joshua Marin, a cobbler from the US, and the owner and founder of Fix Your Kicks in Chicago which merges the worlds of tradition and modern culture to re-introduce the world of cobbling to the masses.
• SoulHan, a rapper from China. With Cantonese slowly becoming less prevalent in China, SoulHan has made it his mission to keep the language and culture alive through music.
• Ryota Daimon, a painter and skater from Japan who champions mental health and self-expression and uses his art to communicate the complexities of life.
• Las Diablillas, which translates to "little devils", a Latin American softball team based in a small Mayan town in Mexico, which brings together women aged 14-40 championing female empowerment through the freedom of sport.
• Aretha Brown, a street artist and activist from Australia who advocates for marginalised communities and Indigenous Australian history education.

Complementing the campaign, which has now launched and features ads of various durations across Champion’s digital and social platforms, the brand has also launched the 'Champion Creators Program'.

It’s an initiative that celebrates the power, expression, and purpose of creators from various backgrounds, by awarding product blanks and up to $50,000 in funding to deserving creators whose projects demonstrate innovation, community impact, scale, and creativity.