The One Show

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2023 One Show - Experiential & Immersive

Hoodie Copyright

Agency Energy BBDO / Chicago + Kepler Media Group / New York + Citizen Relations / Los Angeles + Noun / New York

Client HanesBrands, Inc. / Champion


Physical Products

Annual ID


About the Work

Champion invented the first hoodie in 1934. Since then, the hoodie has been copied by every single brand. In fact, Nike printed its first hoodie on a Champion blank. But no one knows any of this. How could Champion get credit for something they created almost 90 years ago? We turned Champion’s iconic “C” logo into a copyright symbol and placed it on a special limited-edition hoodie based on Champion’s original design. We dropped the hoodie in culture with the most original creators. Then Hoodieheads took it from there, spreading the word and driving demand on social. As the social conversation reached a fever pitch, we used Champion’s flagship stores across the US to hold a Hoodie Swap, a stunt where people could bring their Nike, Adidas, and Puma hoodies – now known as Champion knockoffs – to swap for the original. More than 3,000 hoodies were swapped in just 24 hours. The campaign trended in the biggest media outlets and increased engagement across all of the brand’s channels. But most importantly, Champion finally got credit for creating the hoodie. And we didn’t have to sue anyone.

2023 Awards

Total Points: 3




Energy BBDO / Chicago

PR / Marketing Agency

Citizen Relations / Los Angeles
Noun / New York

Media Distribution Company

Kepler Media Group / New York


Peter McCormick

Chief Creative Officer

Josh Gross
Pedro Perez

Executive Creative Director

Jonathan Fussell
Robin Laurens

Account Supervisor

Tilbe Cakar

Associate Director

Jacob Weithorn

Content Producer

David Alexander
Matt Scheffer

Senior Art Director

Marianna Von Fedak

Senior Copywriter

Ericka Gordon

Strategy Director

Chase Donahue
Lauren Hurtis

account director

Juan Roman
Lizmarys Ariz

Assistant Account Executive

Hailey Long
Madi Hill

Associate Design Director

So A Ryu

Associate Director, Client Development

Trish Glavez-Tuel

CCO of North America

Luiz Sanches


Nicolas Mark

Chairman / Chief Creative Officer

David Lubars

Chief strategy Officer

Larry Gies

Client Delivery Manager

Irene Yao

Client Service Director

Greg Morrison

Community Manager

Amaka Onwuta
Mac McIntosh

Content creator

Aj Incammicia
Austin Navickis

Director / Director of Photography

Flynn Drew

Director of Creative Services

Erin Welsh

Director of Studio Production

Mitch Monzon

Director of Unified Production Solutions

Matt Scoville

Director, Client Solutions

Zach Ricchiuti

Executive Director of Music

Daniel Kuypers

General Manager, US

Laura Bremer

Group Business Manager

Katie Rogulich

Group Director, Integration Strategy

Leah Gritton

Head of Integrated Production

John Pratt

Junior Editor

Jon Cochran

Music Business Manager

Cara Niemi

Post producer

Lauren O'Machel

President & CEO

Jeff Adkins

Project Manager, Packaging Design

Bill Rosario

Senior Account Executive

Stephanie Lett

Senior Audio Engineer

Ben Treimer

Senior Marketing Manager

Jonathan Binder

Senior Motion Designer

Viky Kryvanos

Senior Music Producer

Claire O'Connor


Nina Xoomsai

Senior Project Manager

Katie Baiers

Senior Vice President

Ive Balins

Vice President, Accounts

Marvin Fisher

VP Marketing, Champion

John Shumate

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