Champion Consumers to Pay Homage to the Hoodie

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Iconic Athletic Apparel Brand Launches "Hoodie Remix" Online Contest

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We're excited to launch this interactive site as it fits perfectly with our 'How You Play' advertising campaign as the contest will definitely challenge the creativity of our consumer, while engaging them and strengthening their connection with the Champion brand We're the authentic Hoodie brand and this initiative will help to build that heritage

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Winston-Salem, NC (PRWEB) January 26, 2009 -- Champion , a leading athletic apparel brand for men and women, announced today the launch of Hoodie Remix, http://www.hoodieremix.com, an interactive on-line contest in self-expression that serves to pay tribute to the hooded sweatshirt - an ongoing sports and cultural phenomenon brought to you by the Champion Brand. Effective January 21, 2009, fans and faithfuls of the hoodie are invited to log on and create their own unique design through a user-friendly template that offers a mix of color, pattern and overall style options. With interchangeable hoods, sleeves, pockets and more, consumers are free to customize and create their own design of a Champion classic.

All Hoodie Remix designs submitted by eligible participants to the site will be made available for public viewing and voting. Banner ads supporting the contest will run on Web properties including: ESPN, MTV, People, Daily Candy and Men's Health, etc. Consumers are also encouraged to share their designs via voter widgets ideal for Facebook, MySpace, and other popular community sites. On May 29, 2009, the single design with the most votes will be named the winner of the Hoodie Remix contest and may also be produced and sold as a limited-edition hoodie by Champion.

"The Hoodie Remix campaign is one of Champion's innovative media initiatives in 2009," said Claire Edgar, Champion Brand Marketing Director. "We're excited to launch this interactive site as it fits perfectly with our 'How You Play' advertising campaign as the contest will definitely challenge the creativity of our consumer, while engaging them and strengthening their connection with the Champion brand We're the authentic Hoodie brand and this initiative will help to build that heritage," states Edgar.

Hoodie Remix is the first online branding effort set forth by Champion since engaging New York-based digital shop, Night Agency, as its digital agency of record in November 2008. This serves as a kickoff to a series of upcoming initiatives that will work to help engage the influential online consumer.

"Champion is known for innovation in athletic apparel, we're excited to partner with Champion to bring their ideas into an interactive online initiative," said Darren Paul, co-founder of Night Agency. "We look forward to helping the brand continue its innovation."

About Champion
Champion offers a full line of innovative athletic apparel for men and women including sport bras, activewear, team uniforms, sweats and accessories. Champion can be purchased at most sporting goods and department stores. For more information about Champion for men and women visit http://www.championusa.com. Champion is a brand of Hanesbrands Inc.

About Hanesbrands Inc.
Hanesbrands Inc. is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties, men's underwear, children's underwear, socks, hosiery, casualwear and activewear. Hanesbrands has approximately 50,000 employees in more than 25 countries. More information may be found on the Hanesbrands Internet Web site at http://www.hanesbrands.com.

About Night Agency
Founded in 2004, Night Agency is an independently-owned creative digital agency headquartered in New York. Night Agency specializes in interactive brand strategy and consumer engagement. A roster of clients includes: Dial Corporation, Estee Lauder, Filene's Basement, MTV and STA Travel. http://www.nightagency.com.

Press Contacts For:
Champion: Jennifer Leonard, 336.519.6792
Night Agency: Alyssa Siegel, 212.396.9179

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