• Brandweek, Thursday, November 8, 2007 12:31 PM

Champion, the HanesBrands athletic apparel subsidiary best-known among consumers ages 30-50, is launching its largest marketing effort in a decade in an effort to engage the twentysomething consumer, says Claire Edgar, director of brand marketing. Champion is being positioned as clothes for the gym, for play--for your life.

Print ads, out-of-home and an online component are "about people being active in a social space; a pick-up football game, a guy and a girl wrestling," Edgar says. This campaign spend--$27 million--is significant considering Champion spent nothing on measured media last year, according to Nielsen Monitor-Plus. Its biggest spend in recent history was $13.2 million in 2003.

Print ads in December issues of magazines including Details, US Weekly and Vogue focus on showing more stylish looks. Early next year Champion will shift its focus to play up performance-related products when consumers rush to sign gym memberships after packing on holiday poundage.

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