Champion Sportswear


Hanes Brands, the Fortune 1000 apparel company that invented the sports bra, sought the help of Redding Communications as one the top Packaging Design Firms for its Champion Athletic Wear sports bra after reaching an agreement to sell the bra in Costco stores on the East Coast.

Key Needs:
The packaging for this sports bra had to meet Costco’s stringent product placement guidelines. The design also had to be exclusive to Costco and needed to pop visually so it would stand out among similar products in the women’s apparel area.

We designed a sporty package, featuring a steely, punched-metal look that was appealing to athletes. The design concept extended to the package sides, which were accented by holes allowing customers to see the product at a glance. The design was so eye-catching that the European division of Champion wanted to adopt it for the U.K. market (not permitted under the Costco agreement). After initial sales in East Coast stores exceeded expectations, Costco extended the sales program nationwide. The Champion Athletic Wear sports bra went on to become Costco’s best-selling sports bra. Costco executives attribute much of the success to the package design.

Marketing Channels:
Package design, display box design