Champion
Champion
Overview
As Creative Lead for the Champion website redesign at Big Red Rooster/JLL, I directed the transformation of Champion.com during their period of record growth. Our team reimagined the e-commerce experience to better connect with their "Future Champions" audience—social, confident, and youthful consumers.
The Challenge
Champion was experiencing record growth, but their website failed to deliver on storytelling, user experience, and conversion rates. Consumers wanted deeper brand connections and ways to showcase their style, yet the purchase journey required too many frustrating clicks.
Refreshing this crucial brand asset was essential for maintaining relevance and driving continued sales growth.
My creative strategy focused on strengthening brand storytelling, enhancing user experience, and improving conversion rates across all touchpoints.
Design & Brand Experience
By reimagining the homepage as a central shopping hub and creating passionate product storytelling throughout category pages, I transformed Champion's digital experience beyond mere utility into multiple engaging shopping paths.
I worked with our brand team to create a design system based on their "True Colors" retail vision, authentically connecting the brand with their youthful "Future Champions" audience.
User Experience Improvements
I eliminated unnecessary friction points by redesigning product detail pages and creating a seamless checkout process with user-friendly tab navigation.
My mobile experience revamp focused on faster cart access, significantly improving the path to purchase while incorporating "Complete the Look" modules to increase average order value.
Marketing Enhancements
I developed a comprehensive guided selling ecosystem featuring a dynamic brand voice that resonated with Champion's "Future Champions" audience. By implementing social-style shoppable content and refreshing post-purchase email communications, I created consistent storytelling across all touchpoints in the customer journey.
