CSG Active Apparel - Champs Sports

In 2023, CSG Active was a recent apparel line from Champs Sports. Showcasing a lineup of hoodies, joggers, pants, and more, these looks were designed for everyone's routine.

Objective

Connect sport style customers to the new CSG Active ‘Commuter’ Pack, apparel from Champs Sports’ private label brand.

Insight

Sport style consumers see sport as a metaphor for life and want to infuse the lessons learned into everyday life. The CSG Active collection gives them permission to do just that.

Strategy

Make the collection an undeniable choice by echoing a day in the life of sport style

Execution

Leverage hopscotch storytelling system (emotional, tailor-made moments) to connect with how the sport style commuter tackles their day.
Create a tone that ties back to their daily lives
A/B test a control version to see how it would perform if the messaging wasn’t focused on the commuter
Carried the messaging over to the website