Apparel, footwear retailer taps athletes for 'Sport for Life' ad campaign
Champs Sports is enlisting three star athletes for its new brand campaign.
The sports apparel and footwear retailer, a subsidiary of Foot Locker, has launched its new “Sport for Life” campaign that marks a “new era for the brand, celebrating the powerful connection between sports and everyday life.”
Champs Sports has partnered with three notable athletes for the campaign: Micah Parsons of the Dallas Cowboys, Francisco Lindo of the New York Mets and Jaylen Waddle of the Miami Dolphins. Each star player has an ad spot that features them enjoying life off the field in Champs-supplied gear.
"Our new platform embodies the spirit of our core customer – the sport-style enthusiast,” said Tony Aversa, senior VP & general manager at Champs Sports. “Sport is more than a hobby; it is a way of life. It's about the everyday hustle, pursuit of goals, and the shared passion for sport-culture. We aim to empower our customers to embrace sport-style and provide them with the tools they need to excel in the sport of life.”
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Francisco Lindo. (Photo courtesy of Champs Sports) -
Jaylen Waddle. (Photo courtesy of Champs Sports) -
Micah Parsons. (Photo courtesy of Champs Sports)
Beyond the “Sport for Life” campaign, Champs Sports says it is continuing its repositioning as the home of "head-to-toe sport style" as it transforms its store fleet with merchandising resets and integrated storytelling. The enhanced in-store offerings feature a wider selection of curated products and offer a deeper connection to the local sports community with engaging experiences starting in-store, most notably through monthly Champs Run Clubs. With events across the U.S., Champs Run Club continues its expansion to new cities, building a community for runners of all levels.
As of May 4, 2024, Foot Locker operated 2,490 stores across its banners in 26 countries. In addition, 206 franchised stores were operating in the Middle East and Asia, down from 2,692 stores in 29 countries a year ago.
