Champion

The Brief

Champion set out to make its "Champion: What Moves You" campaign a platform for redefining cultural norms and amplifying underrepresented voices. The goal was to spotlight creatives who challenge expectations - particularly within communities often excluded from mainstream narratives - and to use this as a vehicle for authentic inclusion.

Our Approach

We introduced them to our longtime collaborator SignKid (Kevin Walker), a deaf rapper from London who is using sign-song to bridge the divide between hearing and non-hearing worlds. We felt he truly embodied Champion's ethos.

What followed we couldn't predict, a 60s film penned and directed by director Charlie Dennis and Kevin, turned into a brand collaboration between Signkid and Champion that resulted in murals across New York, features and parties thrown by High Snobiety and even a new Champion x Signkid clothing line, featuring the BSL sign for 'Champion' first created by Signkid in our film.

The whole campaign brought to light Signkid's inspiring story and for Kevin, it was all about showing the world that, in his own words, 'deaf people are more than their disability. There's an assumption that Deaf people can't dance, rap or paint, but that's far from the truth'.

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