Get moving with C9 // brand re-positioning and launch
Champion partnered with Target stores to incubate and successfully launch the activewear brand C9. When it came time to shift to an even larger mass market space on Amazon, they turned to Iron Creative to help them to re-launch it there.
A new launch called for repositioning and a new visual style that would build on the equity of the brand and reinforce the brand as accessible performative style for the entire family.
C9 is designed for who you are at any moment—running, jumping, tackling, and lifting— and anywhere in between.
C9 is for your every move.
I led the IRON Creative team to pitch the work, and subsequently collaborated with the Champion Product Marketing teams to develop the Amazon brand store and enhanced product display page content.
To accomplish this, we started with art direction for a shoot that focused on every day moments for mom, dad and the kids—capturing stills, product on-and-off figure and live action footage to work with for the campaign.
The C9 brand store on Amazon was organized to promote key product categories and highlight technical details.
Many product display pages were augmented with premium enhanced content to provide additional detail, brand reinforcement and drive cross-category and cross-selling traffic.
Go on, make your move.