Clothes brand Champion launches first Australian campaign featuring REMI

Clothing brand Champion’s first Australian campaign teams up with a number of “emerging Australian acts”.

The features Melbourne hip hop act REMI as part of a five-part series of videos called Revealed.

These are created by Emotive, the video content marketing business set up three years ago by one time MCM Entertainment CEO, Simon Joyce.

It follows collaborators Remi Kolawole and Sensible J as they set up the launch of the video for their single ‘My People’.

They extol the coolness of Champion as a brand for use by music industry executives.

Mahli Pullen, marketing manager at Champion, said: “Champion is such an iconic brand in today’s streetwear culture.

“A traditional advertising approach wouldn’t work with our millennial audience – we needed to be truly authentic and embed the brand into culturally relevant environments.

Emotive’s creative director Andrew Cameron added: “What sets this campaign apart from the many other brands partnering with music properties, is the genuine support the artist receives and subsequent value that is created through the music video.

“It’s very rare for emerging musicians to be able to create a premium music video, as well as guaranteed exposure to a wider audience.”

All of the content is rolling out across YouTube, Facebook, Instagram and Twitter via REMI’s social channels and Champion’s digital platforms alongside out-of-home and retail media.