Champion celebrates Pride Month with new range

11 June 2021

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The brand has also announced an ongoing partnership with the Queer Sporting Alliance.

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance.

Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic reverse weave hoodies, bucket hats, caps and socks.

Teaming up with queer screen culture non-for-profit Sissy Studios, TABOO and PUSH, Champion Australia worked collaboratively on the ideation, campaign strategy and rollout, while the design was created by Champion Australia’s leading internal team.

The collection also marks an exciting union between Champion and the Queer Sporting Alliance (QSA) - Australia & NZ’s largest LGBTQIA+ community sporting club.

“We’re so stoked to announce our partnership with Queer Sporting Alliance (QSA) that kicks off during Pride month and will live well beyond June," Champion Aus NZ marketing manager Christie Madsen says.

"In sport, we want everyone to feel comfortable both on and off the track, court and field. That’s exactly what the QSA want & we’re here to support."

Champion will support the QSA, which aims to make sport a safe place for everyone, through uniform and fund donations throughout the partnership.

A leading sportswear brand for over a century, Champion recognised it was deeply important to help create an inclusive space for the LGBTQIA+ community to play sport.

“In all of our rainbow dreams, QSA couldn’t have dreamt up a more aligned partnership," QSA President & Founder Stella Lesic says.

"It is very clear to us that Champion is fully committed to learning more about how to best support LGBTQIA+ folk and their allies access community sport. We are here and Queer for it."

The bold campaign is brought to life by five artists, from Australia and New Zealand’s booming creative industries, who represent inclusivity, solidarity, identity and advocacy within the LGBTQIA+ community.

Australian musician Jesswar, artist Frances Cannon, DJ and producer Sullivan Patten, artist Joseph Althouse and New Zealand dancer Elvis Lopeti are the unified faces that give this progressive range a heartbeat.

"Champion has a proven history of championing for all," TABOO senior account director Henrietta Corely says.

"We were thrilled to help them bring this range to life, by elevating LGBTQIA+ voices and ensuring we told and respected their stories properly.”

Each talent champions a colour that represents Pride and shines light on a chosen word that reflects their individual journey.

The words of the collective include – infinite, carefree, self-love, proud and dream.

The Champions of Pride collection launched online and in-store on Wednesday 9 June 2021. 

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