CHAMPION’S ‘STILL IN THE GAME’ CAMPAIGN CELEBRATES 100 YEARS OF PIONEERING INNOVATION
Celebrating The Definitive Legacy of Champion with the ‘Still In The Game’ Campaign
The Architect of the Athletic Wardrobe: Champion Reasserts Its Cultural Dominance.
Champion today unveils Still In The Game, a landmark brand campaign marking more than a century at the heart of sport, culture, and performance. This is not merely an exercise in nostalgia; it is a sophisticated statement of relevance. Built on a foundation of relentless innovation and proven through elite performance, Champion’s influence on modern sportswear is unparalleled, bridging the gap between historical heritage and the high-octane energy of contemporary life.
A Century of Disruptive Innovation
To understand the current cultural weight of Champion, one must first recognise the brand as the primary architect of the modern athletic silhouette. Champion’s history is a timeline of “firsts” that fundamentally altered how sport is played and how Hip Hop and street culture eventually adopted the aesthetic of the athlete.
The brand’s legacy is defined by its willingness to challenge the status quo. They were the pioneers who replaced restrictive wool with the comfort of fleece, effectively inventing the fabric language of the modern gym. Perhaps their most significant contribution to the global wardrobe was the invention of the hoodie—originally designed as a utilitarian garment for the sideline and warm-up, now a universal symbol of urban style and personal sanctuary. From introducing breathable nylon mesh jerseys to developing the reversible t-shirt and supporting the innovators behind the original sports bra, Champion has consistently provided the technical blueprint for the industry.
Still In The Game: Where Heritage Meets the Future
The Still In The Game campaign serves as a powerful reminder that while the equipment has evolved, the spirit of the competitor remains unchanged. This is a narrative where reality glitches and worlds collide; where the boxing rings and packed arenas of the professional circuit stand shoulder-to-shoulder with the subways, street courts, and underground gyms of the city.
The campaign highlights a singular truth: the games never stop. Champion has always belonged to the athletes who keep showing up—those who carry the pressure of the past while pushing the brand into its next era. By focusing on the intersection of athletic innovation and contemporary culture, Still In The Game demonstrates how the brand’s foundations continue to dictate the rhythm of performance today.
The New Vanguard: Aspinall and Ayton
Central to this visual narrative are the athletes who embody the Champion ethos. The campaign stars UFC heavyweight Tom Aspinall, captured in those rare, cinematic moments of calm and confidence before a fight. His presence reflects Champion’s long-standing connection to combat sport—a realm where discipline is the only currency. Joining him is professional boxer Tiah-Mai Ayton, a representative of a new generation shaped by the rigours of modern training culture and an unwavering resilience.
The aesthetic of the campaign is further elevated by the creative direction of Celestine Cooney. By blending vintage Champion references with modern technical layering, Cooney reinforces the brand’s deep lineage across boxing, MMA, basketball, and American football. The result is a series of high-impact images that feel both archival and futuristic, expressed through a modern cultural lens that resonates with the global athletic community and the high-fashion elite alike.
After more than 100 years of showing up across sports, streets, and generations, the verdict is clear. Champion isn’t just a part of history—it is Still In The Game.
About Champion
Since 1919, Champion has offered a full line of innovative athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories. Today, as a lifestyle brand born from sport, Champion uses innovative design and state-of-the-art product testing to ensure un-compromised quality and innovative apparel for consumers.
Beyond its products, the brand’s mission is to provide every Champion a canvas to live their true purpose, rooted in the belief that Champions are defined not by what they make, but by what they do with it. Champion wants to inspire others to not just win, but to Champion a better tomorrow, and is dedicated to supporting creators by giving them a platform to tell their stories, support their values, and communities.
