Champion Launches Powerful ‘The Game is Not Over’ Campaign to Empower Pride Community

Champion, the global lifestyle sportswear brand, has launched its highly anticipated Pride collection with its new campaign, “The Game is Not Over” in the lead-up to Sydney WorldPride.

The genderless collection, which celebrates unity and shines a light on Australia and New Zealand’s premier LGBTIQA+ sporting club, the Queer Sporting Alliance (QSA), will be available in a range of hoodies, crews, tees, hats, socks, and jerseys. The brand is a major sponsor of QSA, providing ongoing funding and uniforms for clubs nationwide. The campaign was created in partnership with LGBTIQA+ activist and director James J. Robinson and features a 90s-inspired locker room setting with a queer cast.

“The Game is Not Over” seeks to celebrate the progress that society has made while highlighting that there is still work to be done to ensure the inclusion and safety of the LGBTIQA+ community in areas like sports and play.

To celebrate WorldPride’s Australian debut in Sydney, Champion and QSA will host a Ba-skate-ball Jam on February 23, 2023. The event will feature an exhibition basketball match between QSA teams and an exciting lineup of special guests, followed by a queer roller disco. All ticket sales from the event will go directly to QSA.

“Celebrating diversity, solidarity, identity, and advocacy are key pillars of Champion and we have a long-standing commitment to supporting the LGBTIQA+ community including our ongoing partnership with the Queer Sporting Alliance,” said Sheleen Jegasothy, Marketing Manager for Champion Australia and New Zealand. The collection is now available in Champion stores and online.

Champion has a commitment to creating a more inclusive world and has made it possible for customers to donate to QSA through their purchases or in-store. With this launch, the brand is not only bringing together the fashion and sports worlds but also promoting inclusivity and equality for all.

With the aim to empower the voices within the Pride community, Champion’s “The Game is Not Over” is more than just a campaign, it is a step towards a better future for the LGBTIQA+ community.

Last Updated on Feb 5, 2023