Champion is trying to compete with brands like Nike for a share of the serious-athlete market. Therefore, what if they targeted the less serious female athletes that still recognize the importance of exercising?
Champion (not C9 by Champion) doesn't sale athletic apparel that's as fashionable or "flashy" as Nike's. This may be an advantage for women who don't regularly exercise. They probably don't like to call attention to themselves while exercising but still like to run whenever they have the chance.
The Understated Runner. It's women who don't exercise regularly but believe that running should be for themselves and no one else. It's a promotional campaign that unites all Understated Runners and gives them the tools and incentives to make any opportunity an exercising one.
visitors can only get their t-shirt for free if they earn it by accumulating points through the Understaded Runner's app. It's a way to motivate them to exercise whenever possible