TARGET X C9
BY CHAMPION
FUSION

BRAND DESIGN
CAMPAIGN DEVELOPMENT
CREATIVE DIRECTION
PHOTOGRAPHY DIRECTION
FILM / VIDEO DIRECTION
TV / PRINT / WEB / ISM / OOH
EVENT & ENVIRONMENT DESIGN

Sportswear / Athletic Gear /

Target aimed to launch C9 by Champion as an iconic piece of Americana—a sportswear line and athletic gear with soul, style and global reach.

Drawing on my experience with brands like VANS and G-Shock, I shaped a bold identity for C9– The fusion of Target’s red with Champion’s orange to evoke the spirit of American athleticism. The campaign captured real movement and style, embodying the energy and grit of athletes across the country.

The campaign and campaign refreshes fueled eight years of growth, making C9 by Champion an icon in Target’s lineup and a new classic in American activewear.