Broder Finds Winning Formula With Champion Brand
Trevose, Pennsylvania-based Broder announced Champion brand apparel has launched its first new advertising campaign in five years. Available exclusively through Broder and its subsidiaries the Alpha Shirt Company and NES Clothing, the new campaign title “How you play” is aimed at capturing new energy and a younger market.
According to Broder, Champion sales have increased by double digits for three consecutive years and are doing well at the retail level with younger consumers. “As its exclusive distributor to the imprintable industry, we believe the brand’s continued strength at the retail level make it extremely attractive to our customers,” said Andrea Engel, vice president, merchandising for Broder.
Engel further believes that consumers are wearing activewear on more occasions and this macro trend is driving strong growth in the category—especially among younger consumers who spend the highest amounts on activewear. “While the brand retains its classic, athletic authenticity, it’s also emphasizing its stylish side that appeals to a fashion-forward, urban lifestyle that expands beyond its traditional use. Younger consumers have embraced the fact that there’s more than one way and more than one occasion to wear Champion,” said Engel.
Engel envisions substantial growth to come from Champion’s Double Dry line, comprised of T-shirts, compression T-shirts, women’s fleece and sports bras. The products feature a special performance fabric that wicks moisture away and evaporates it quickly. “Double Dry has proven extremely popular and fills the growing demand for moisture-management technology in activewear,” stated Engel.
“As one of the leading players in the imprintable industry, we believe Broder. has the reach, distribution capability and sophisticated marketing tools to help us continue growing our brand,” commented John Marsh, Hanesbrands senior vice president and general manager.
Broder began supporting the brand via a dedicated end-user Web site, www.championforprint.com on April 1 of this year. The site has been designed as a marketing tool for customers of Broder. to use in selling Champion items to their customers. “We believe that the brand’s performance, style and sense of fun truly appeals to a wide variety of end-users, and we want to give our customers easy-to-use marketing tools that they can customize to make that final sale,” concluded Engel.