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Champion Celebrates Iconic Franchise with Reverse Weave Week

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Campaign from Energy BBDO sees Champion team up with ‘Renegade’ TikTok dance creator Jalaiah Harmon to craft a ‘reversed’ version of the viral sensation

Champion Celebrates Iconic Franchise with Reverse Weave Week

Tomorrow, October 13th, Champion Athleticwear will announce that it will be celebrating their franchise with the first ever Reverse Weave Week! The week, full of giveaways and collabs, will run through October 19th to acknowledge the anniversary of their most iconic patent – the Reverse Weave – which was finalised on October 14th, 1952.

Reverse Weave Week was created to recognize one of the most famous fashion items that has not gotten the attention it deserves. In 2017, the Reverse Weave was included in the MoMA’s ‘Is Fashion Modern’ exhibit as one of the 111 items that have shaped the history of fashion. Today, you see Reverse Weave on just about every celebrity and consumer of the past couple generations. Champion is now reversing everything, to celebrate the brand properly.

As an extension of reversing things, Champion has teamed up with the creator of the famous ‘Renegade’ TikTok dance, Jalaiah Harmon, to create a ‘reversed’ version of the viral sensation. The 14-year-old famously did not receive proper credit for the dance’s creation, and Champion is out to reverse that too. Participants who take on Jalaiah’s TikTok #ReverseRenegade will be entered for a chance to win a Reverse Reverse Weave. This limited run of 52 Champion Reverse Weave hoodies will have, for the first time ever, reversed Champion branding.

A series of videos, in line with the brand’s ‘Be Your Own Champion’ messaging, were also created and produced in reverse for the campaign. The campaign is by creative advertising agency Energy BBDO. You can watch the 30 and 15 second videos, which will run on social media platforms throughout the week, here.

The Reverse Weave came to fruition on football fields in the 1930’s, when Champion supplied teams with uniforms. At the time, coaches raised concerns about shrinkage when washing big batches of athletic wear. Champion listened, decided to stitch athletic gear horizontally instead of vertically to help the uniforms last longer, and the Reverse Weave was born.

“The Reverse Weave is Champion's original heavyweight icon with over 80 years of sports heritage. This campaign is about recognising the undisputed Champion of Hoodies, Crews, and Joggers,” said John Shumate, VP global brand marketing of Champion.

“The Reverse Weave is a fashion legend -- it's in the MoMA but no one knows its name. Jalaiah Harmon invented the most famous dance on TikTok but no one knew her name initially. This work is about reversing time -- and giving recognition to two icons that deserved proper credit from the start,” said Robin Laurens, executive creative director at Energy BBDO.

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Client

Client: Hanes, Champion

Product: Reverse Weave

Title: Reverse Weave Week

Agency

Agency: Energy BBDO

Chief Creative Officers: Josh Gross & Pedro Pérez

Executive Creative Directors: Jonathan Fussell & Robin Laurens

Senior Copywriter: Ze Baldin

Senior Art Director: Gabriel Barrera

Copywriter: Tony Marzano

Head of Design: Hung Vinh

Head of Integrated Production: John Pratt

Director of Unified Production Solutions: Matt Scoville

Senior Producer: Maddie Gorman

Content Producer: Matt Scheffer

Executive Director of Music: Daniel Kuypers

Junior Content Creator: Austin Navickis

Group Account Director: Billy Jones

Account Director: Juan Roman

Senior Account Executive: Tilbe Cakar

Group Director, Integration Strategy: Leah Gritton

Strategy Director: Chase Donahue

Production

Production Company: Verytaste, Chicago

Director, Director of Photography: Kevin Oh

Director, Producer: Johnny Castle

Line Producer: Tayler Bujnowski

1st Assistant Director: Gianna Capra

1st Assistant Camera: Doris Pan

DIT: Eric Almond

Gaffer: Ted Holmwood

Key Grip: Matt Hatleberg

Swing: Raf Young

Styling

Hair & Makeup: Gianna Guerino

Wardrobe Stylisst: Nadya Laska & Taylor Zielinski

Wardrobe Assistant: Row Särkelä-Basset

COVID

COVID Testing Coordinator: Rasaan Deal

COVID Nurse: Consuelo Vargas

Photo

Photographer: Tim Finch

Talent

Principal: Jalaiah Harmon

Jalaiah Harmon Managers: Stefanie Harmon & Naveed Hassan

Jalaiah Harmon Representation: Sarah Mathews, United Talent

Supporting: Perry Chong, Keon Saghari, Malik Thomas & Daysha Delvalle

Locations

Locations: Levinson Locations, Chicago

Locations Manager: Clare Bisignano

Driver: Mike Muschong

Edit

Editorial & Audio Company: Flare Chicago

Director of Studio Production: Mitch Monzon

Executive Producer: Jenny McDonald

Editor & Colorist: Michael Hanks

Editor: Casey Cobler

Post

Post Producer: Samantha Vaupel

Audio Engineer: Justin Mayer

VFX

VFX: Almost Gold

Executive Producer: Paul Klinke

Executive Creative Director: Linas Jodwalis

Art Director: Anthony Palermo

PR Agency

PR Agency: Current Global

Senior Manager: Sara Koerner

VP Client Experience: Jennifer Krug

Media

Media Agency: Kepler Media Group

Director, Celitn Solutions: Zach Ricchiuti

Client Solutions Manager: Dayna Galman

Genres: Fashion & Beauty

Categories: Clothing and Fashion, Sportswear

Energy BBDO, Tue, 12 Oct 2021 14:33:54 GMT