PROJECT DESCRIPTION

Problem

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?

Insight

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.

Solution

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.