NEW YORK — For the first time, Champion Athleticwear has launched a national TV and print brand campaign.

With the tag line “Greed vs. Love,” the ads are aimed at consumers who love sports for their purity, not for their highly paid professional athletes. The Winston-Salem, N.C.-based brand picked Publicis in Dallas to develop the creative, which plays off the pride people feel when they achieve their personal and fitness goals.

The campaign premieres today on broadcast and cable TV, with 15-second and 30-second spots featuring images of athletic women and men with the tag line “Be Your Own Champion.” Print ads focusing on Champion Running will begin running in July. Champion plans to run prints ads in magazines including People, ESPN, Sports Illustrated, Outside, Shape, Fitness, Cosmopolitan and Runner’s World.

Champion has spent between $10 million and $20 million on the campaign, said Robert Hall, president and chief executive officer of Champion Athleticwear, a division of Sara Lee Corp. In recent years, Champion centered its ads on new products or its affiliation with the National Basketball Association and the National Football League. The company has parted ways with both professional leagues.

“We’re taking a new direction. We wanted to make sure all our consumers are aware of the fact the brand has changed,” Hall said. “We’re about the love of sports, not the greed.”

Ted Barton, president of creative at Publicis, said, “It communicates that true champions put their hearts into everything they do. They play because they want to, not because they have to.”

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