Champion Clothing Invented the Hoodie. Now It's Talking About It

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Champion is calling an audible on its penchant for modesty.

For the launch of its "Be Your Own" campaign, the centenarian athleticwear brand proudly proclaims "Champion invented the hoodie," the wardrobe staple that's transcended sports into music, fashion and popular culture since it was created by the brand's founding family more than 80 years ago.

A new spot—produced by agency partner Energy BBDO—is slated to debut on ESPN during the Ohio State vs. Notre Dame football game on Sept.

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Leslie Blount is an Adweek contributor who writes about brands and culture.