SONOMA
CUTRER

GLOBAL BRAND STRATEGY
IDENTITY REFRESH
CREATIVE PLATFORM

+ Project
Founded in 1919, Champion’s roots in American collegiate sportswear defined much of the brand’s identity for decades with focus on athleticism and performance. Champion today is an iconic global brand expanding beyond sportswear, showing up across categories in subculture, music, fashion, and art. With their growing cultural relevance and new found audience in mind, we worked with Champion to reposition their purpose by launching a rebrand that calls to look at the word ‘Champion’ in a new light.

as a verb prompts questions and creates statements, What do you Champion? With a simple shift in denominalization, we turned the most recognized asset into a variable visual system that allows each activation to highlight the catalysts and their purpose.

+ Role
Associate Design Director

+ Credit
Robin Laurens, ECD
Jonathan Fussell, ECD
Hung Vinh, Design Director
Eve Anthony, Creative Director
Gabriel Barrea, Assoc. Creative Director
Ze Baldin, Assoc. Creative Director
Remy James, Sr. Art Director
Marianna VonFedak, Sr. Art Director

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SONOMA CUTRER

SONOMA
CUTRER