Champion looks to Arnold for launch

US-based sports and casual wear brand Champion is planning to capitalise on the mainland's pre-Olympics hype, with a launch campaign developed by Arnold Worldwide China. <BR><BR>The company has asked the agency to develop its creative communication strategy, which, according to agency chiefs, focuses on the insight that there are an increasing number of 'pseudo-sports people' on the mainland.<BR>"We found that people in China like to be watched when they're working out, because they do it better," said Kitty Lun, general manager and executive creative director, Arnold Worldwide China.<BR><BR>"The campaign we are developing is sports oriented, without forgetting that we are also a casual brand."<BR>Lun added that one of the key challenges for the newcomer would be establishing itself in the face of incumbent players and key rivals, namely sporty, casual wear brands like Quiksilver and Hong Kong label Giordano. <BR><BR>"With the big players in the market having been there for a long time, it will be very difficult to break in, but if we don't do it now, it might be too late," she said.<BR><BR>While the final details of the marketing campaign have yet to be revealed, it is understood that it will feature print and point-of-sale, with supporting collateral to follow. Champion's marketing department will handle media planning and buying based on recommendations from Arnold Worldwide China.