Cult streetwear brand Champion today announced the launch of its new Champions of Pride collection and its partnership with the Queer Sporting Alliance (QSA).
The special Pride Month line is brought to life by five artists from Australia and New Zealand, who represent inclusivity, solidarity, identity, and advocacy in the LGBTQIA+ community.
Australian musician Jesswar, artist Frances Cannon, DJ and producer Sullivan, artist Joseph, and New Zealand dancer Elvis Lopeti are the faces behind the bold new range.
Championing a cause, celebrating community, and aiming to create real change, the collection is proudly inspired by the colours of Pride, featuring tees, hoodies, bucket hats, caps, and socks.
The launch marks a union between Champion and QSA, Australia and New Zealand’s largest LGBTQIA+ community sporting club.
The organisation aims to ensure that sport is a safe place for everyone, and Champion will support QSA through uniform and fund donations throughout the partnership.
Champion’s bespoke customisation includes three Pride patches that will provide 100% of profits directly to QSA.
Customers can also make a donation to QSA online or in-store.
“In all of our rainbow dreams, QSA couldn’t have dreamt up a more aligned partnership,” said QSA President and founder Stella Lesic.
“It is very clear to us that Champion is fully committed to learning more about how to best support LGBTQIA+ folk and their allies to access community sport.
“We are here and queer for it.”
The messages behind the new Pride Collection include self-love, pride, and dreams.
“A never-ending expanse of self-expression is how I define queer community, this idea of the infinite, undefinable I find really powerful,” said Sullivan.
“When you love yourself, and trust yourself, nothing else really matters, you know? Cause you got you and it’s a beautiful thing,” said Jesswar.
“That’s what I’m all about, that self-love right now.”
With Champion’s roots in the sporting sphere, helping support and create an inclusive space for the LGBTQIA+ community to play sport was important to the brand.
It has worked directly with members of the LGBTQIA+ community throughout every aspect of the campaign, including queer screen culture not-for-profit Sissy Screens.