Champs wanted to position themselves not only as a sportswear retailer, but also as a lifestyle clothing retailer. Our challenge was to make this connection for our high school audience.


Building upon the previous campaign of “Game Never Sleeps,” we recognized that our athletic target has game 24/7. It shows through whether they’re dressed for practice, or dressed for life. To make this connection obvious, we made a content series based off of AJ Green tweets re: his football performance—taking sports context and converting it into real-life context.