Princess Nokia is the face of the ‘What Do You Champion?’ retro sportswear collection

We know that retailers are championing feminism right now, it is a trend that is trickling down from the catwalk. We saw Dior rock it in a way that felt right and timely. And since then, while some mass retailers have had success with this direction, it is starting to feel like a cheesy marketing technique, ignoring the core ethos that it represents. However, one campaign that feels like it’s pitched just right is the latest from Champion and Urban Outfitters, featuring Princess Nokia.

The campaign doesn’t have feminist slogans emblazoned across the chest of identikit women, instead it simply poses the question, ‘What Do You Champion?’ The campaign features creative females rocking the newest Champion styles, and discussing the causes that are prompting them to dream big. Better yet, the campaign photography is shot by photographer Laurel Golio (1 of the 3 members featured in the campaign), and will run across the brand’s social platforms- for maximum engagement.

The smart campaign is running alongside the collection- an affordable range of products that celebrate the point where activewear meets loungewear, think colour blocked hoodies and joggers in pastel shades, as well as classic grey and slate black. Prices range from £55-£65.

Below, the women talk about what makes them dream big and what causes matter most to them:

“I Champion Community” -Princess Nokia (@princessnokia), Rapper

Princess Nokia continues to rise within the hip-hop industry, and to her the idea of ‘community’ means creating a space for young women (especially in music) to explore their own powers, magic and intellects.

“I Champion Youth” -Laurel Golio (@laurelgolio), Photographer

Laurel Golio, a visual anthropologist and photographer for the campaign, works with young people exploring LGBTQ self-expression. Through this campaign she celebrates youth, especially giving marginalised youth, visibility and a voice.

 “I Champion Following Your Heart” -Camille Jansen (@camillejansen), Influencer


For Camille Jansen, she believes that the strength of her generation lies in its openness to new ideas. With this campaign she reveals how she remains her authentic self, in spite of numerous pressures that girls confront today.

Champion, the retro spostwear brand has played it well with this latest campaign, merging the consumer appetite for nostalgia, with a forward-thinking campaign that shows the brand standing for something. With Millennial shoppers becoming more discerning about the brands they invest in, and looking into what those brands represent, a campaign like this makes sense.

Shop the Champion collection from Monday August 14th on urbanoutfitters.com.


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