Champion Celebrates Youth Culture in New Campaign
Capturing everyday life in three, youth-led cities.
Champion’s latest campaign is all about the youth. In a multi-city project capturing the essence of youth culture in each metropolis, the heritage sport and lifestyle brand sits at the heart of the movement. Capturing the soul of three cities — Milan, Berlin and Liverpool — the campaign blurs the lines between sport, style and everyday life.
The first chapter, shot in Milan by Robbie McIntosh, follows a local skate collective through the city. Capturing the rhythms of daily life for the young group of friends, they pose in front of vintage cars, ride bikes and skate all over their hometown, all while decked out in Champion’s latest garments.
The brand’s instantly-recognizable logo is stitched onto beanies, track jackets, hoodies and sweatpants as the documentary-style campaign unfolds. The Reverse Weave and C-Sport collections are on full display, with the models styling them in their own way. Drifting from moment to moment, this is one of the most authentic campaigns we’ve seen to date.
Champion’s latest releases are available to purchase now on the Champion website and select retailers.
In other news, Schott NYC’s SS26 lookbook takes it back to the ’80s for a yearbook-inspired campaign.
