Champion is an athleisure clothing brand that was created in 1919. With a rich history and iconic image, Champion established themselves as a brand that consumers could rely upon for quality and affordable clothing. However in recent decades with the introduction of companies such as Nike, Under Armour, and many other athleisure clothing brands; Champion has since become an afterthought for consumers. The objective of this project was to revamp the suffering brand, so that it can once again compete in a competitive clothing field. With the brand name “Champion,” the company should give off the feeling of winning and success, as well as providing consumers with a product that has a high end look and feel. Champion wants to push the idea and culture concept that anyone no matter how young or old can achieve their lifelong dreams and desires to become successful. Introducing symbols associated with the concept of winning such as the crown and laurel into the brand design allows for shoppers to see why Champion will now stand apart from the rest.
