Champion wanted to position the Puffer within music, authentically nodding to their heritage of music artists embracing the brand since the 80's. We proposed a campaign starring 66Records community of artists including Baby Face Mal. We developed the short skit approach in collaboration with the artists based on their personalities. It was Champion AUNZ highest performing campaign to date. 23MM impressions. 1MM+ views. A secondary campaign of editorial commissions with independent publishers GoodSport Magazine, Sticks and Stones, Franz Liu extended the life-cycle of the campaign online.