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Champion.

First U.S. Store Openings

Challenge

In a retail world full of brick and mortar stores that are shuttering every week, help a 100 year-old brand open their first five retail stores within a year, while remaining authentic and relevant.

Photograph of a man painting a cartoon image on a large canvas. He is wearing a red sweatshirt and black baseball cap.

Photograph of a brick wall covered in graffiti. The words on the wall say

Solution

Throughout 2018, we brought buzz, excitement and headlines to Champion’s first U.S. retail specialty stores. In April, we executed an exclusive “first look” media preview in Los Angeles. In August, we threw a 250-person launch party in New York, followed by in-store activations during Fashion Week. The month after, we opened the Chicago store in Wicker Park and also held a discussion with an Olympic athlete intended to inspire young athletes. We ended the year by opening the Boston store on the infamous Newbury Street and saw strong influencer engagement and attendance (even during a snowstorm!). So far in 2019, we’ve opened the Philly store and are on the heels of opening our sixth store in Las Vegas this weekend.

During each opening, we incorporated as many community elements as possible to stay true to each city and the brand – from commissioning up-and-coming artists to create one-of-a-kind artwork, relevant DJs and bites from local restaurants. Our team sent out unique, localized product to both media and influencers ahead of the openings to highlight our customization offerings – one of the biggest selling points for consumers to attend the stores in-person – and did so without paying a single influencer to attend our opening events.

Results

Over 313M impressions and 163 pieces of earned coverage across online, print, TV and social, including Bloomberg, EXTRA TV, Women’s Wear Daily, Us Weekly, The Los Angeles Times, The Boston Globe and Fashionista.
Our retail strategy was key in increasing awareness of each location, exceeding metrics, sales goals and growing each stores Instagram followers, while telling the overall Champion brand story.

Photograph of a smiling man drawing a cartoon image of the word Boston. He is wearing a sweatshirt.