Global sportswear brand Champion launch a Pride linked campaign in late February across Australia and New Zealand which was called ‘The Game is Not Over’ and which sets out to empower voices within the LGBTIQA+ community.
The campaign aims to simultaneously celebrate the equality progress that society has made, while also raising awareness that there is still much work left to do to ensure the inclusion and safety of the LGBTIQA+ community particularly in all areas like sports and exercise.
The integrated campaign supports the launch of the brand’s ‘Genderless Pride Collection’ and champions the company’s mission to create a more inclusive and diverse world. It celebrates unity and shines a light on the Australia/New Zealand’s LGBTIQA+ sports club – the Queer Sporting Alliance (QSA).
Champion has sponsored the QSA since 2021 and has provided funding, promotional support and uniforms for its sports clubs nationwide.
Plus, as part of the retailer’s in-store customisation offering, a series of colourful Pride patches are available for purchase and 100% of profits from the product are donated directly to QSA. Donations can also be made to the organisation by Champion shoppers both online and in-store
For ‘The Game is Not Over’, the joint Champion and creative agency TABOO teams partnered with renowned LGBTIQA+ activist and director James J Robinson, to help create and curate a powerful short film and a set of supporting stills which rolled out across owned and paid platforms from 20 January 2023 and aim to drive viewers online to find out more about the new Pride range at https://www.champion.com.au/pride.html
The design and the creative references Champion’s sports heritage and the campaign is set in a 1990s inspired locker room: this setting is positioned as a cultural reference point – conjuring half-time in Robinson’s signature realism aesthetic.
The ads feature a queer cast that includes QSA member Sam Cremean and dancer Amrita Hepi (she/her) and addresses the viewer to “do it for those who can’t, those who are gone, and those without a voice” – inviting everyone to continue to champion queer liberation, fight for LGBTIQA+ rights and show solidarity with people of all sexualities and identities.
The work, which rolled out to leverage Sydney World Pride, was developed with creative agency TABOO and produced collaboratively by female-owned production agency Marjella and B-Corporation.
Champion Australia and New Zealand Marketing Manager Sheleen Jegasothy explained: “Celebrating diversity, solidarity, identity, and advocacy are key pillars of Champion and we have a long-standing commitment to support the LGBTIQA+ community including our on-going partnership with the Queer Sporting Alliance. We’re honoured to work with the community both in-front and behind the camera to present our latest Pride campaign, ‘The Game is Not Over’, as an important message and part of our ongoing commitment towards creating a more inclusive world.”
“This is a great opportunity to assist in making positive change. Being part of the queer community, initiatives like this hit close to home. We still have a lot left to do but this work from Champion is a great step in the right direction,” outlined TABOO Creative Director Melba Gounas.
James J Robinson added: “I’ve been interested in unpacking the concept of the locker room ever since Donald Trump made his comments (about women) and defined them as ‘locker room talk’. It made me think about what locker room talk is, and this microcosm of masculinity exists in a bubble that can’t be pierced by outsiders. We can reclaim the locker space with people from the community whose very existence is almost radical against the concept of ‘locker room talk’ in the way that Trump described it.”
“As QSA continues to grow, we have learnt how important we are in improving the lives and wellbeing of some of the most marginalised people in our community. While there is a lot to celebrate and be proud of, we know that the game is not over,” said QSA President and Founder Stella Lesic. “Champion’s new Pride campaign recognises that there is so much more to be done at all levels of sport for it to truly be a space free from discrimination. QSA is proud to continue this journey of advocacy and support to the LGBTIQA+ community with our friends at Champion.”
To further amplify the campaign, Champion worked with PR agency tide.pr to drive a public relations and influencer campaign strand which included hosting a ‘Ba-skate-ball Jam’ on 23 February 2023 to celebrate WorldPride’s Australian debut in Sydney this summer. This saw the company take over Sydney’s KGV Recreation Centre with a series of festivities revolving around an exhibition basketball match between QSA teams and special guests (including ambassadors and allies Briohny and WNBL player Marena Whittle) which was followed by a roller disco.
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This initiative followed on from the first inaugural ‘NBL Champion Pride Round’ of the tournament which promoted greater diversity and inclusion in basketball and saw all players invited to wear jerseys featuring Champion’s ‘Pride Progress C Logo’ and to participate in LGBTQIA+ awareness training.
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