Champs Sports is taking a rooftop cannonball dive into summer 2014 with “Game Never Sleeps,” a vibrant, multi-pronged campaign developed by agency of record Translation. The new effort brazenly dispenses with the conventions of traditional sports marketing, boasting four mini-films that trade in imagery of players on the field for a more well-rounded depiction of the modern student athlete.
“Game Never Sleeps” is just the first result of Translation’s new brand strategy for the iconic athletic footwear and apparel retailer, which expands upon Champs’ “We Know Game” tagline and updates the brand’s overall look, feel and tone.
“The Champs work is based on a timeless truth,” says Translation CCO John Norman. “Kids talk about their summer nights. They may be athletes during the day, but it’s when they go out at night that they make the memories they’ll keep for the rest of their lives. “Game Never Sleeps” is about owning the night by creating your own style, both on and off the court. We capture that feeling in the spots by focusing on the games these kids invent and the clothes they wear.”
The new campaign is anchored by a high-octane mini-film set to the synth-funk assault of Lil Jon and DJ Snake’s smash hit, “Turn Down for What,” and encompassing scenes from three :30 digital spots. Phase one of the film, Night Glow, kicks things off with an intense late night football game played between the lines of an improvised, glow-in-the-dark field. Phase two, One Giant Leap, turns up the volume with a wild summer house party, zeroing in on a breathtaking feat of poolside acrobatics. Phase three, Let There Be Light, follows a group of friends to the phosphorescent glow of the Vegas strip for a pavement-pulverizing pick-up game.
All four mini-films were helmed by Luc Janin, a director and noted graffiti artist who has delivered cutting-edge spot work for global brands like Pepsi, Samsung, and Xbox. In addition to painting an evocative new brand story, the spots serve to highlight some of the summer’s hottest athletic apparel and footwear, like the Air Jordan 11 Retro Low and Nike Fingertrap. The campaign will feature several in-store and digital activations in addition to the mini-films, including a GameNeverSleeps.com microsite, daily social media content, and creative assets for the Champs digital hub.
“Other sports retailers tend to strike the same note again and again with their messaging, limiting themselves to just one aspect of an athlete’s lifestyle, particularly in summer,” notes Scott Burton, Champs Sports Director of Marketing. “Champs Sports is dedicated to bringing out the style, confidence, and swagger of the modern student athlete at all times of the day and at all occasions.”
Credits
Brand/Client: Champs Sports
Campaign Title: Champs Sports Summer Campaign
Spot Title(s): “Game Never Sleeps” :90, “Night Glow” :30, “One Giant Leap” :30, “Let There Be Light” :30
Launch Date: July 2014
Agency: Translation
Chief Executive Officer: Steve Stoute
Chief Creative Officer: John Norman
President: Nils Peyron
Executive Creative Director: Jay Berry
Executive Creative Director: Marc d’Avignon
Associate Creative Director, Copywriter: Matt Herman
Associate Creative Director, Art Director: Jeff Blouin
Art Director: Brandon Locke
Copywriter: Daniel Berenson
Jr. Art Director: Allison Bulow
Jr. Copywriter: Jameson Rossi
Director of Content Production: Miriam Franklin
Producer: Carole McCarty
Head of Brand Strategy: Tim Flood
Strategist: Shon Mogharabi
Music Supervision: Nick Pacelli
VP, Account Director: Daniel Mize
Account Executive: Steven Molinari
Asst. Account Executive: Jackson Brodie
Production Company: Pulse Films, Los Angeles
Director: Luc Janin
Director of Photography: Starr Whitesides
Executive Producer: Kira Carstensen
Line Producer: Michael Manacop
Editorial Company: Beast LA / NYC
Editor: David Blackburn / LA, Amanda Moreau / NYC
Assistant Editor: Richard Gonzalez / LA, Lindsey Nadolski / NYC
Post Executive Producer: Jerry Sukys / LA, Helena Lee / NYC
Post Producer: Mary Stasilli / LA, Sheena Wagaman / NYC
VFX Company: Method Studios / NYC
VFX Artist: Jared Pollack (“Game Never Sleeps”)
VFX Artist: Randie Swanberg (“Night Glow“)
VFX Artist: Tom McCollough (“One Giant Leap,““Let There Be Light“)
VFX Executive Producer: Angela Lupo
VFX Producer: Matt Engel
VFX Company: The Stable / LA
VFX Artist: Joe Laffey (Football in “Game Never Sleeps”)
Audio Post: Heard City
Mixer: Evan Mangiamele (“Game Never Sleeps,” “Night Glow“)
Mixer: Eric Warzecha (“One Giant Leap,““Let There Be Light“)
Executive Producer: Gloria Pitagorsky
Producer: Katie Flynn
Music: “Turn Down For What”
Composer: DJ Snake & Lil Jon
