Lifestyle sportswear brand Champion has launched an all-new, purpose-led Pride collection. The new range called ‘The Game is Not Over’ has been released in Australia and New Zealand, and is aimed at highlighting the rights of the LGBTIQA+ community, as well as celebrating the social demographic.
Items featured in ‘The Game is Not Over’ are genderless, pairing with the theme of unity in design. The range has been crafted to be ideal for dancing, dribbling, and dunking, as well as being an encouragement for streetwear enthusiasts to wear the colours of the progressive pride flag. The range is also inclusive of iconic Champion items of clothing, such as signature hoodies, jerseys, and hats.
Colourful pride patches are also available to customise various items of Champion’s range in stores, and 100 percent of profits from this campaign will be donated to the Queer Sporting Alliance.
LGBTIQA+ activist and film director, James J. Robinsons has joined the initiative to create a range of stills to advertise and raise awareness of the movement, as well as make a short film to promote it too.
‘The Game is Not Over’ was launched in time for the Sydney WorldPride festival, which took place in late February. The Sydney WorldPride festival was a platform used to raise awareness of queer sports, and a chance to fundraise for the Queer Sporting Alliance as well.
Champion supported a Ba-skate-ball Jam fundraiser at the KGV Recreation Centre in Sydney in late February to help promote the cause, which further benefited the Queer Sporting Alliance.