Approach

Like every generation gone before them, both Millennials and Gen Zers have been painted by their predecessors as the 'Me Me Me' generation. Labelled selfish, entitled, and only out for themselves. 

Except this couldn't be further from the truth. From Spotify's top 10 tracks of the year all being collaborations, to almost 1 billion Whatsapp groups generated by 90% of the target audience, to more youth-run community services than ever before - everywhere we looked, we found proof of a collective and community-minded spirit.

Our  target communities hadn't forgotten what it was like to be a team - it's just the notion of 'team' had changed. From the sportsfield to the streets, from DJ collectives to dance crews - team culture was thriving.

While the Nikes and Adidases of the world focus on personal achievement and hero solo superstars, Champion has always been about one thing - the team. 


With '100 Years for the Team' we set out the power of collective team spirit. We championed 100 real teams from every corner of global youth culture around the world - from DJ collectives in Rio to the skate crews of Tokyo, the all-girl Harley Riders of San Fran and the Hula Hoopers of Hackney. We sought out micro-communities who embodied Champion’s spirit of inclusivity, integrity and heart, and pioneered 'User Inspired Content', putting them centre stage.