Champion
Connecting commerce and brand storytelling
Champion Europe approached LiveArea to create an ecommerce experience that reflected the brand’s evolution into a more fashion‑forward, lifestyle‑driven identity.
I served as lead visual designer for the experience, developing the creative direction and key interface concepts while collaborating closely with teams in the U.S. and Europe. I partnered with stakeholders and developers throughout the project to ensure the vision translated successfully from concept through implementation.
Challenge
For the launch of Champion’s European commerce site, the brand needed to do two things: educate European customers on Champion’s athleticwear heritage while signaling the company’s evolution into contemporary fashion and streetwear culture.
The digital experience needed to support commerce goals while repositioning the brand for a new customer audience.
Strategy
Our approach centered on integrating commerce and storytelling.
The design direction blended shoppable content, heritage storytelling, and a premium aesthetic. We designed the homepage as a flexible editorial canvas, pairing promotional and new‑release content blocks with video and UGC modules.
We developed reusable content patterns and modular homepage structures that allowed teams to feature new collections, showcase stories, and support promotional campaigns without requiring extensive redesign.
Impact
The redesigned experience successfully supported Champion’s fashion-forward positioning in Europe while meeting established ecommerce performance goals.
The experience design helped reinforce Champion’s evolution from a heritage athletic brand into a contemporary lifestyle and streetwear destination.
Role
I served as the creative lead and hands-on designer responsible for creative direction, visual design, stakeholder alignment, and cross-functional collaboration.
