Champion Athleticwear announces Reverse Weave Week! The week, full of giveaways and collabs, will run through October 19 to acknowledge the anniversary of their most iconic patent – the Reverse Weave – which was finalized on October 14, 1952.
Reverse Weave Week was created to recognize one of the most famous fashion items that has not gotten the attention it deserves. In 2017, the Reverse Weave was included in the MoMA’s “Is Fashion Modern” exhibit as one of the 111 items that have shaped the history of fashion. Today, you see Reverse Weave on just about every celebrity and consumer of the past couple generations. Champion is now reversing everything, to celebrate the brand properly.
As an extension of reversing things, Champion has teamed up with the creator of the famous “Renegade” TikTok dance, Jalaiah Harmon, to create a “reversed” version of the viral sensation.
The 14-year-old famously did not receive proper credit for the dance’s creation, and Champion is out to reverse that too. Participants who take on Jalaiah’s TikTok #ReverseRenegade will be entered for a chance to win a Reverse Reverse Weave.
This limited run of 52 Champion Reverse Weave hoodies will have, for the first time ever, reversed Champion branding.
A series of videos, in line with the brand’s “Be Your Own Champion” messaging, were also created and produced in reverse for the campaign. The campaign is by creative advertising agency Energy BBDO. You can watch the :30 and :15 videos, which will run on social media platforms throughout the week, here.
The Reverse Weave came to fruition on football fields in the 1930’s, when Champion supplied teams with uniforms. At the time, coaches raised concerns about shrinkage when washing big batches of athletic wear. Champion listened, decided to stitch athletic gear horizontally instead of vertically to help the uniforms last longer, and the Reverse Weave was born.
“The Reverse Weave is Champion’s original heavyweight icon with over 80 years of sports heritage. This campaign is about recognizing the undisputed Champion of Hoodies, Crews, and Joggers,” said John Shumate, VP Global Brand Marketing of Champion.
“The Reverse Weave is a fashion legend — it’s in the MoMA but no one knows its name. Jalaiah Harmon invented the most famous dance on TikTok but no one knew her name initially. This work is about reversing time — and giving recognition to two icons that deserved proper credit from the start,” said Robin Laurens, Executive Creative Director at Energy BBDO.
Credits: Champion, “Reverse Weave Week”
Client: Hanes, Champion
Product: Reverse Weave
Title: Reverse Weave Week
Agency: Energy BBDO
Chief Creative Officers: Josh Gross & Pedro Pérez
Executive Creative Directors: Jonathan Fussell & Robin Laurens
Senior Copywriter: Ze Baldin
Senior Art Director: Gabriel Barrera
Copywriter: Tony Marzano
Head of Design: Hung Vinh
Head of Integrated Production: John Pratt
Director of Unified Production Solutions: Matt Scoville
Senior Producer: Maddie Gorman
Content Producer: Matt Scheffer
Executive Director of Music: Daniel Kuypers
Junior Content Creator: Austin Navickis
Group Account Director: Billy Jones
Account Director: Juan Roman
Senior Account Executive: Tilbe Cakar
Group Director, Integration Strategy: Leah Gritton
Strategy Director: Chase Donahue
Production Company: Verytaste, Chicago
Director, Director of Photography: Kevin Oh
Director, Producer: Johnny Castle
Line Producer: Tayler Bujnowski
1st Assistant Director: Gianna Capra
1st Assistant Camera: Doris Pan
DIT: Eric Almond
Gaffer: Ted Holmwood
Key Grip: Matt Hatleberg
Swing: Raf Young
Hair & Makeup: Gianna Guerino
Wardrobe Stylisst: Nadya Laska & Taylor Zielinski
Wardrobe Assistant: Row Särkelä-Basset
COVID Testing Coordinator: Rasaan Deal
COVID Nurse: Consuelo Vargas
Photographer: Tim Finch
Principal: Jalaiah Harmon
Jalaiah Harmon Managers: Stefanie Harmon & Naveed Hassan
Jalaiah Harmon Representation: Sarah Mathews, United Talent
Supporting: Perry Chong, Keon Saghari, Malik Thomas & Daysha Delvalle
Locations: Levinson Locations, Chicago
Locations Manager: Clare Bisignano
Driver: Mike Muschong
Editorial & Audio Company: Flare Chicago
Director of Studio Production: Mitch Monzon
Executive Producer: Jenny McDonald
Editor & Colorist: Michael Hanks
Editor: Casey Cobler
Post Producer: Samantha Vaupel
Audio Engineer: Justin Mayer
VFX: Almost Gold
Executive Producer: Paul Klinke
Executive Creative Director: Linas Jodwalis
Art Director: Anthony Palermo
PR Agency: Current Global
Senior Manager: Sara Koerner
VP Client Experience: Jennifer Krug
Media Agency: Kepler Media Group
Director, Celitn Solutions: Zach Ricchiuti
Client Solutions Manager: Dayna Galman