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Hoodie Copyright

Award: Shortlist

Shortlist / Digital / Physical & Digital / 2023

Champion invented the first hoodie in 1934. Since then, the hoodie has been copied by countless brands. In fact, Nike printed its first hoodie on a Champion blank. But no-one knows any of this. Energy BBDO turned Champion’s iconic 'C' logo into a copyright symbol and placed it on a special limited-edition hoodie. Champion dropped the hoodie with the help of original creators and used its flagship stores across the US to hold a Hoodie Swap – a stunt where people could bring in their Nike, Adidas, and Puma hoodies (now known as Champion knock-offs) and swap them for the original.