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Target and C9 by Champion rooftop lounge at the ESPY Awards


Objective: Leverage Target’s sponsorship of the ESPY awards to drive brand awareness, communicate key messages and engage influencers and consumers.

Strategy: Beginning with the outdoor setting as inspiration for the C9 by Champion lifestyle, Studio HS played on outdoor themes and the 2012 campaign by transforming the roof terrace into an urban oasis. Using design as a platform, guests were immersed in a unique, feel-good environment that played on ideas of wellness, positivity, activity, engagement, and being one’s best. Social media elements were layered in to drive awareness of the C9 brand on-line and continue the conversation post event.

Results: One on one consumer engagement with key sports influencers and consumers. Buzz and heightened awareness  via social media surrounding C9 by Champion, sold exclusively at Target.