CHAMPION CELEBRATES ITS FIRST 100 YEARS WITH AN EXCLUSIVE CAMPAIGN STARRED BY LUKA SABBAT
Time goes by really fast and we cannot do anything… 100 years ago, in the far 1919, in Rochester, New York, Champion was born. Following hand in hand Americans’ (but not only) lives along an entire century – dressing up the most important teams in the world as well as those University ones till designing army’s uniforms during the II World War – the iconic sportswear brand decided to celebrate such a great goal launching a special campaign with the model, artist and influencer Luka Sabbat.
Core of the initiative couldn’t be other than the beloved concept of the “team game”. Reflecting on how the meaning of “being part of a team” has changed during these last 100 years, “For the Team” campaign narrates the importance of fighting and working together to reach life’s purposes. Although it could seem a bit anachronistic in a society like this increasingly made by solitary people, it’s still fundamental joining a group to gain strength and support to better deal with crazy current matters.
Working with some guys from the no-profit Art Start association, Luka Sabbat was called to reinterpret the iconic Reverse Weave sweatshirt, become part of MoMa permanent exhibition from 2018.
“I’m enthusiastic to collaborate with Champion on the occasion of the 100th anniversary” Luka Sabbat commented. “After talked with Art Start guys I realized they are all truly Champions: they literally put their heart into what they do”.
Taking inspiration from “Emerging Artists” programme by the no-profit association Luka turned Champion items into canvas designing a limited capsule collection enriched by his own sign and a quote.
“Having the opportunity to collaborate with Champion and Luka Sabbat represents what Emerging Artist programme wants reach: offering real experiences where youngs can explore, learn and grew up inside a creative space” Mariama Noguwra-Devers of Art Start said.
“This partnership allows us to conclude in a great way our first century and then to start planning the following” David Robertson, Champion Global Brand Marketing director, added.
Supporting Art Start organization the limited edition sweathshirt is now available in selected Champion flagshipstore, in New York and Los Angeles. You will find indeed the 100 anniversary collection at Champion