CHAMPION INNERWEAR DROPS NEW INNERWEAR UK ACTIVATION

HanesBrands UK is bringing renewed energy to Champion innerwear in the UK by launching a brand-new content led digital campaign that encourages people to bring out the ‘Champion inside’.
Riding on the popularity of Champion outerwear and the rise of streetwear in the UK, this new Champion innerwear social and influencer activity is set to inspire, drive awareness and fuel conversation around the latest innerwear collection.

Leading with Instagram the activation will see the brand partner with identified street-lux tastemakers, as well as fashion and urban creatives. With the creative of ‘100 styles to find the champion inside you’, 100 iconic looks will be delivered over 100 days, through 100 videos on the @Champion_Inside Instagram page, which has just gone live. A Champion Inside 100 lock-up logo has also been developed.

The new content was developed by Thumbstoppers to position Champion innerwear as being at the heart of creating a coordinated Champion look, cementing its status as ‘the’ underwear of choice. All looks are shoppable through Instagram.

“We’re really excited to be showcasing Champion Innerwear in the UK, especially as the brand celebrates its 100th anniversary this year. Our new video content, coupled with a mobile first approach, will engage our Gen Z target audience in a more authentic way.” – Heather Nogueira, Hanes Brands Head of Marketing UK & Ireland