It is refreshing to see a product sponsor go beyond the regular promotional materials (logos, banners) and create a unique environment at an event. That's what the Duracell snowmobike was for Times Square. Champion, whose athleticwear his the official performance apparel of Disney's Wide World of Sports, takes a similar innovative approach at the Walt Disney World Marathon Weekend, January 7-10, 2010 with their establishment of an innovation lab to research the experience of athletes who have come to perform.
The Champion Innovation Lab underscores the brand's heritage in competitive sports while bringing to life its "How You Play" mantra through the experiences of real, everyday athletes. This year, the 2010 Innovation Lab works with nearly half of the "Perfect 17," those who have participated in the Disney Marathon Weekend since its inception 17 years ago, as well as runners, race-walkers and wheelchair athletes from all skill levels, to test Champion Athleticwear.
Participants are given a variety of Champion performance apparel and, starting in September 2009, asked to catalogue their experiences in a Training Log and share real-time insights with the Champion New York Design Team and Champion Athleticwear Consumer Research. The runners receive apparel from the brand's popular Double Dry line featuring wicking technology, compression tanks and briefs and athleticwear from the Seamless product line. Questions include pace, weather, route (trail, street, treadmill), comfort, fit and washing machine care. Runners will also be outfitted in Champion apparel for the Walt Disney World Marathon Weekend events and will be announced as Champion Innovation Lab participants when crossing the finish line.
The two-way dialogue generated by the Champion Innovation Lab has proved to be a critical in keeping the brand grounded in its roots of delivering top performance athleticwear for the everyday athlete.