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Champion Involves Less Sung Athletes

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Champion with the aim to provide its brand a distinct personality amongst young males, came up with a very creative and distinctive marketing strategy. It promoted the often ignored backyard athletes with incredible skills. Champion accumulated huge numbers of sports clips created by users on sites like YouTube which included videos ranging from trick basketball shots to mattress surfing. They sorted these video clippings and asked the most impressive to become part of a show. The entire exercise resulted in “Homestyle Sports,” a series of 12 episodes stitching together the best moments from these user videos. The impact of this program was far reaching then expected. Apart from creating a bond with everyday sports heroes; it achieved nearly 1.3 Mn views. Case study