Cult streetwear brand, Champion has released an Australia-and-New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance.
The collection heroes Pride colours in a selection of signature Champion tees, 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 a partnership with Australia and New Zealand’s largest LGBTQIA+ community sporting club, the Queer Sporting Alliance (QSA). Champion will support the QSA, which aims to make sport a safe place for everyone, through uniform and fund donations throughout the partnership.
Champion Australia and New Zealand marketing manager, Christie Madsen said the team is stoked to partner with QSA that kicks off during Pride month and will live well beyond.
“In sport, we want everyone to feel comfortable both on and off the track, court and field. That’s exactly what the QSA want and we are here to support,” she said.
QSA founder and president, Stella Lesic said the club couldn’t have dreamt up a more aligned partnership. “It is clear to us that Champion is fully committed to learning more about how to best support LGBTQIA+ folk and their allies access community sport.”
The campaign is brought to life by five artists 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.
Each talent champions a colour that represents Pride and a chosen word that reflects their individual journey including infinite, carefree, self-love, proud and dream.