The challenge

Champion partnered with Vervaunt to translate its creative identity and heritage into a paid social strategy built for digital performance.

Before working with us, Champion had a strong library of visually impactful creative assets that had been built primarily for offline use - spanning print, OOH, and in-store campaigns. While these performed well in traditional media, they hadn’t been optimised for paid social or digital formats.

The brand’s priority was to modernise how its hero product, the Reverse Weave Hoodie, was presented online, ensuring its legacy resonated with new audiences across key European markets. Alongside this, we supported Champion in developing a broader digital strategy to strengthen performance across its wider apparel and lifestyle ranges.

The objectives

Our team identified key strategic objectives for the campaign:

• Drive awareness, engagement and revenue growth for the Reverse Weave range while maintaining efficient CPMs.

• Scale effectively across key European markets with creative that felt locally relevant and culturally resonant.

• Reinvigorate Champion’s core heritage product for today’s customer while preserving its legacy.

• Reinforce the value of the Reverse Weave fabric as a long-term brand and growth asset.

Our approach

We supported Champion end-to-end on the "Fabric of a Champion" campaign - an initiative designed to reintroduce the Reverse Weave to a new generation. The campaign focused on connecting Champion’s creative heritage with digital audiences, adapting its brand storytelling and assets for performance across Meta.

Our role spanned strategy and creative execution - reshaping long-form content for digital, building a full-funnel structure across key European markets, and ensuring each asset worked to drive both awareness and conversion.

Creative transformation

We reworked offline-first assets for digital use, cutting long-form videos into shorter hooks, layering stills with overlays, and building carousel formats optimised for Meta performance.

Full-funnel strategy

Every asset was mapped to its role across the funnel - awareness, consideration and conversion - ensuring creative variety and sustained engagement throughout the campaign lifecycle.

Localisation

Content was tailored for key European markets (UK, France, Germany, Italy) using city-level creative and targeting. Visuals and messaging were adapted to reflect local culture and communities, ensuring the Reverse Weave story resonated authentically across regions.

Balancing reach and authenticity

We implemented a dual-posting approach, using boosted posts to drive reach and manual posts to maintain authenticity, particularly across creator and organic-style content.

Performance optimisation

Data-led testing and sequential messaging guided users through the full journey, from awareness through to purchase, improving overall efficiency and return on spend.