Champion Launches the 'No Permission' Collection with 72andSunny

Champion just launched a bold new collection as part of an even bolder campaign.

Dubbed the "No Permission Collection," the apparel brand's latest marketing initiative lets people know that everyone is free to pursue their creativity, recalling the humble beginnings of multiple clothing brands to emphasize their role in their success. 

 

 

 

 

 

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"We didn't ask for approval when we invented the hoodie. We just did it," a narrator says to kickstart a 53-second spot. Eventually, its jacket achieved icon status, even if no one had initially considered its design. 

It attracted the likes of Pyrex, who used Champion's blanks to create their distinct fashion brand. The athleisure wear also became a cultural touchpoint for the brand Bape, which made use of its shirts, hoodies, and more to become the streetwear powerhouse that it is now. 

"The thing about icons is, there's always a next one," the narrator shares. 

Now, Champion invites fashion enthusiasts to build their legacy — because "you don't need permission to make your mark." 

A Canvas for Creativity

Made together with 72andSunny, Champion's latest efforts tie into its previously launched "Champion What Moves You" campaign, which sought to encourage innovators to create with purpose.

In 2024, the brand is doubling down on that message by letting you know that it can be the canvas for you to share your creativity. 

"The challenge was how to make the next generation care about the critical role that Champion has played in culture. The team dug up a unique insight - some of Gen Z's favorite brands (Supreme, Kith, Pyrex, Bape, etc.) all made their early designs on Champion Blanks," 72andSunny Head of Strategy Geoff McHenry shared.

With a whole world born out of this insight, McHenry believed that the campaign could not be limited to just one medium.

Apart from the short film, Champion launched a one-night-only showcase at the Brooklyn Museum, where people could view early designs from iconic brands, as well as designs from up-and-coming artists — all made with its blanks.

The campaign also included a scavenger hunt, where people can search for the pieces from the No Permission Collection hidden across the U.S.

"This campaign serves as a rallying cry for creators worldwide to drive change, pursue their passion, and empower their communities," Champion CMO Rich McLeod concluded.

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