Champs Sports Continues to Reposition Itself With New ‘Sport For Life’ Brand Platform
To bring this vision to life, Champs Sports has partnered with Micah Parsons of the Dallas Cowboys, Francisco Lindor of the New York Mets, and Jaylen Waddle of the Miami Dolphins.
Champs Sports is marking a new chapter with the launch of an updated brand marketing platform dubbed “Sport For Life.”
Starting today, the new platform marks a “new era” for the Foot Locker-owned retailer, with the aim of “celebrating the powerful connection between sports and everyday life.”
In an exclusive interview with FN, Tony Aversa, senior vice president and general manager of Champs Sports, called the era a “profound shift” for the brand. “We’re embracing a broader vision that celebrates the deep connection between sports and everyday life,” Aversa told FN. “Our new brand platform will inspire and empower our customers to embrace the mindset of resilience, determination, and community in their everyday life.”
The executive added that “Sport For Life” aims to highlight how lessons learned from sports equip us to navigate life’s challenges and triumphs with confidence and passion.
“The passion for sports and sport-style is at an all-time high,” Aversa said. “Our research shows that this isn’t just a trend; it’s a way of life for our customers. ‘Sport for Life’ taps into this existing passion and elevates it, recognizing that the lessons learned in sports – teamwork, perseverance, and the pursuit of team and personal bests – are invaluable tools for navigating the challenges and triumphs of everyday life. We’re seizing this moment to champion this powerful connection.”
To bring this vision to life, Champs Sports has partnered with notable athletes Micah Parsons of the Dallas Cowboys, Francisco Lindor of the New York Mets, and Jaylen Waddle of the Miami Dolphins.
Aversa noted that these athletes were chosen for this opportunity because they’ve “experienced joy, faced adversity, and overcome challenges similar to so many of us.”
“They understand that the preparation, dedication, teamwork, and mental toughness required in sports are directly applicable to life’s journey,” the executive added. “We’re proud to partner with them to ignite that same spirit in our customers and communities.”
Looking ahead, Champs Sports is expected to incorporate the new brand platform into “everything” it does this year, Aversa said. “Our customers will experience it through curated product assortments, immersive in-store experiences, and compelling storytelling that highlight their enthusiasm for a sport-inspired lifestyle,” he said. “This is just the beginning; we’re committed to making ‘Sport for Life’ a movement that will resonate and evolve for years to come.”
Beyond the new brand platform, Champs Sports is continuing to reposition itself as “the home of head-to-toe sport style” as it transforms its store fleet with elevated merchandising resets and integrated storytelling.
“We’re evolving our stores to reflect the ‘Sport For Life’ philosophy, ensuring they reflect the head-to-toe product assortments and experiences that connect back for all sport-style enthusiasts,” Aversa said. “We’re constantly taking a consumer centric approach, learning what our consumer wants and needs from us. Their feedback is of tremendous importance and impacts the design of our refreshes to enhance their customer experience.”
The enhanced in-store offerings feature a wider selection of curated products and offer a deeper connection to the local sports community with engaging experiences starting in-store – most notably through monthly Champs Run Clubs. With events across the U.S., Champs Run Club continues its expansion to new cities, building an inclusive community for runners of all levels.
“Champs Run Club is a prime example of how we’re bringing ‘Sport For Life’ to life with our consumers,” Aversa added. “Champs Run Club has grown organically in 2024 and will continue to expand to new cities. We see these experiences as a powerful way to engage with local communities and create a sense of belonging for runners of all levels.”