Amplifying the brand through a year-long program of retail activations celebrating Champion’s 100th Anniversary.

Business Challenge

Big Red Rooster has had the privilege of partnering with Champion on a range of retail experiences from shop-in-shop concepts to visual merchandising studies. We were asked to develop a scalable and immersive retail marketing activation plan to bring Champion’s 100-year celebration to life within owned retail as well as key retail partners. The Champion 100-year retail activation campaign needed to contribute to sales growth by leveraging the campaign assets and storytelling, driving consumer awareness, and engagement at retail.


We transformed the anniversary campaign “100 Years for the Team” into a strong call-to-action at retail by creating a series of connected brand moments – from in-store to social media. Branded retail takeovers and pop-up events took place across all direct-to-consumer locations, including on-site product customization at select Nordstrom stores. We created modular retail merchandising solutions and POS for the 100th anniversary that could easily be updated and leveraged long-term through 2020. The campaign drove massive impressions and impact for the brand through a takeover of the coveted Macy’s Herald Square windows on 34th Street in New York City.

Results / Metrics

  • Over 3MM high-impact impressions – 7,000+ people per hour viewing the windows at Macy’s Herald Square
  • Over 3400 retail locations activated through 9 retailers
Interested in learning more about this project and other work? Get in touch