Optimization Analysis of Brand Communication Strategies for Champion in the China Region

Abstract

Champion is established in 1919; it is known for its high-quality athletic wear and also its durable and innovative sportswear. This thesis will take Champion as the research object to find how to make brands become more competitive in today’s market by researching its history, strategy and its status. In the 1930s Champion has introduced the iconic hooded sweatshirt. Champion also invented a technology called reverse weave which prevent clothes from shrinking. The brand has a huge fanbase among the young generation where it keeps collaborate with designers and influencers. This has helped champion expand its product range in both traditional athletic wear and the new trending fashion. Because Champions new innovation and design, it leads to more and more people trust and select this brand. Champion should continue to deepen its exploration and practice in the aspects of youth and digitalization. Through more accurate market positioning, personalized communication content and innovative interactive experiences, Champion is expected to further close the distance with young consumers and inspire their brand loyalty and desire to buy. At the same time, Champion should also focus on issues such as sustainability and social responsibility, and actively communicate positive energy and brand values.