The face of the Australian campaign is First Nations painter and activist, Aretha Brown,
Heritage streetwear and athletic apparel brand Champion has launched its new global brand campaign, 'Champion What Moves You'.
Champion is taking action through the campaign rollout, calling upon a global network of real creators – from rappers to street artists and shoe cobblers, spotlighting their purpose and putting them at the heart of its brand story.
From Australia to The United States, Japan, and LATAM, the campaign heros six creators with purpose across various disciplines – telling their stories through the eyes of local directors.
The face of the Australian 'Champion What Moves You' campaign is First Nations painter and activist, Aretha Brown, who holds a strong passion for amplifying the voices of marginalised individuals and communities.
Championing inclusivity and harnessing the power of art, Brown is a proud Gumbaynggirr woman who has produced more than 50 public murals around the world, drawing inspiration from her own identity as a queer, Blak, young person for her works.
In 2019, Brown formed the **Kiss My Art collective, championing young women and non-binary artists. This movement reclaims public spaces through street art, painting, and mixed media, imparting a new visual narrative.
Brown said that taking up space is really integral to how they move through the world.
"The subject matter that inspires me the most is my identity as a young Indigenous person living in an urban environment," said Brown.
"It shows a kind of modernity that is often not granted to us as Indigenous people. Aboriginal women have been painting walls in this country since time began. I’m just continuing on that legacy."
To Champion, a "creator with purpose” is someone that blurs the lines between personal passion and impactful contribution.
Each of the campaign’s featured creators are individuals that have harnessed their creative gifts to achieve a long-term goal that aligns with their values, and is bigger than themselves to champion their community and a better tomorrow.
Their causes encompass realms such as activism, human rights, sustainability, and mental wellbeing.
Vanessa LeFebvre, president of Global Activewear at Champion, said the company firmly believes that it is not defined by what it makes, but by what it does with it.
“In this next chapter of our brand story, we are redefining what it means to champion – for us it is no longer a title or indication of winning, but rather, a means to take action and create something with real impact," she said.
"To be a champion is to pursue your passion, to create, and to Champion What Moves You.”
Created by advertising agency Energy BBDO, the :60, :30 and :15 spots are now live across Champion’s Australian and New Zealand social and digital channels.
Content is also being rolled out in all other global markets, including The United States, United Kingdom, China, Japan, and LATAM.
Josh Gross, chief creative officer of Energy BBDO, said Champion is a force within culture around the globe.
“With ‘Champion What Moves You,’ we’re excited to elevate these stories of incredible people who are breaking boundaries and making an impact within their communities and beyond," said Gross.
This campaign serves as a direct embodiment of Champion's core principles: creativity, collaboration, crafting with purpose, and the courage to act with intent and do good boldly.
Each of the six creators have not just mastered their unique craft, but championed meaningful causes that are lifelong pursuits and go beyond winning.
