Champion UK plans major push for sportswear brands

Sara Lee sportswear company Champion UK is planning a marketing push for its Champion and Hanes brands. It is also seeking a marketing chief for Hanes and an advertising agency.

Champion UK appointed Canadian managing director Fred Nykamp as UK vice president/general manager this week.

Nykamp plans to “re-energise and reactivate” both brands in the UK: “My aim is to give the brand a wider market appeal.”

Sara Lee is to split the marketing responsibilities for Champion and Hanes.

Hugo Youngman, the company’s most senior marketer, says the restructure will result in increased concentration on marketing.

A brand manager for Hanes will be appointed by January 1, along with a marketing assistant.

Youngman says Champion will appoint an advertising agency for the UK in time for the autumn/winter 1999 season. The pitch begins in February.

He adds that the company’s European agency Publicis’ Paris office is no longer working on the account and a pitch is being held for Europe.

The European work was not seen as suitable for the UK market.


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