Champion

Advertising, print, web design 

The Unsung Hero initiative was created to increase awareness for Champion, as more than just a brand that makes leisure wear, but also as a brand that creates innovative active wear, that can compete with more notable brands. The goal of this campaign is to increase accessibility to the brand through the use of influencers, coaches, in the target audience. The influencers are reached through a variety of media, prompting them to try out to participate in the unsung hero tournament. It is also possible for others to enter their coaches into the try outs, by posting to champions facebook page explaining why this coach would make a good influencer. Once a select number of influencers are chosen to participate, they are mailed their entry ticket into the competition. The ticket designs are based off of coveted Super Bowl tickets that support the magnitude of this event, and the honor that accompanies being chosen. Once the tournament starts, the supporters are able to watch and keep track of their coach through the use of a micro-site, that will only be active during the event. On the site, supporters are able to access a live feed of the events, share a highlight through social media, comment to support their coach, and see others comment. While at the tournament, coaches are able to see the comments in real time, as they work to become the first Unsung Hero.