Procure global icons, synonymous with teams, to participate in Champion’s first ever global campaign, celebrating 100 years of the team and the brand’s anniversary. BEYOND procured Magic Johnson to become the lead talent on the campaign. Famous for his role in the iconic Dream Team, Magic undertook PR services, content creation and social media to discuss Champion’s heritage and the importance of the team in modern society.


BEYOND managed an extensive talent research, selection and procurement process over a 12-month period, providing data, insight and consulting for the brand and creative agency throughout the process. Travelling to LA and New York to manage the talent on-set, Beyond managed to negotiate for PR topics that had been vetoed, to be included. Due to the success of the campaign, we also negotiated additional PR interviews at a hugely reduced fee.