CHAMPION EUROPE

ADV FALL/WINTER 2021

WITH THIS CAMPAIGN THE CONCEPT OF PHYSICAL ACTIVITY EXPANDS, EXCEEDING THE NEED FOR GYMS OR EQUIPMENT. PEOPLE ARE LOOKING FOR OUTDOOR SPACES, THAT ARE EASILY ACCESSIBLE, THAT ALLOW THEM TO EXPERIENCE THE ENGAGING POWER OF SPORTS IN ANY PLACE AND TIME, DRIVEN ALSO BY THE SPECIFIC HISTORICAL PERIOD IN WHICH WE ARE LIVING. A SIMPLE STAIRWAY OR THE TRAIL IN THE PARK IMMEDIATELY BECOME THE PERFECT PLACE TO DEDICATE SOME TIME TO OURSELVES.

THE LEADING FIGURES OF THE CAMPAIGN ARE NOT PROFESSIONAL ATHLETES, BUT ORDINARY PEOPLE, WHO, IN MOVING ABOUT THE VARIOUS CORNERS OF THE CITY ENJOY THEMSELVES WHILE DOING SPORTS, RELEASING ENERGY AND REDISCOVERING IN THAT DYNAMISM AN OPPORTUNITY TO ESCAPE. 

SPORTS IMAGES ARE ALTERNATED WITH IMAGES THAT ARE RELATED TO LIFESTYLE: PEOPLE STROLLING ALONG THE STREETS, WEARING VERSATILE CLOTHING THAT CONVEYS A SENSATION OF WELLNESS. THE CAMPAIGN DEPICTS THE COLLECTION IN AN EVERYDAY CONTEXT, WHERE THE CLOTHES ADAPT TO A NEW LIFESTYLE FOCUSSED ON THE PERSON AND THEIR PACE. 

IT IS PRECISELY THE AREAS ALL AROUND THEM THAT ENHANCE THIS DESIRE FOR PEACE OF MIND AND FUN: AS IF THE CITY ADAPTS TO NEW IMPULSES CHANGING ITS MOOD WITH BRIGHT COLORS TO CONTRIBUTE TO THAT FEELING OF JOY. THE LOCATIONS CHOSEN ALWAYS HAVE DISTINCTIVE COLOR SPOTS REFLECTING THIS SAME TREND.

REALITY AND DYNAMISM ARE KEY WORDS: THE LIGHT AND THE IMAGES SEEM TO WANT TO CAPTURE LIFE BITES WHERE EVERYTHING IS SHAPED IN AN INTENSELY REALISTIC WAY. A TRUE VISION IN WHICH TO LOSE OURSELVES AND WITH WHICH WE CAN IDENTIFY.

AS PART OF THIS PROJECT THERE WAS ALSO A CAMPAIGN VIDEO, CONCEIVED AS AN ADDITIONAL COMMUNICATION TOOL. JUST LIKE THE PHOTOGRAPHIC IMAGES, THE VIDEO PLACES THE FOCUS ON SPORT AS A DAILY ACTIVITY, TO EXPERIENCE ANYWHERE WE MAY BE AND IN A WAY THAT IS ENTIRELY PERSONAL. 

THE CHAMPION LEGACY FW21 CAMPAIGN HAS BEEN USED IN VARIOUS MARKETING ACTIVITIES. INSIDE THE STORES, STRATEGICALLY INCLUDED IN THE DISPLAY AREA AND IN THE WINDOW, ON SOCIAL MEDIA AND IN MAGAZINES.