Champions + Legends selects Coyne PR as AOR; agency launches new case study for Lane Bryant

by | Apr 30, 2020

Coyne Public Relations announced its selection as agency of record for Champions + Legends, a hemp-derived CBD-based sports supplements company focused on athletic preparation, performance and recovery. With this partnership, Coyne has been tasked to develop a communications strategy to generate awareness for the company’s launch of a full line of custom-formulated, hemp-derived cannabidiol (CBD) products designed to help elite athletes, fitness enthusiasts and outdoor extremists deal with the physical and mental exertion that comes from training and competing at a high level.

“There is tremendous growth happening in the CBD industry and one of the byproducts of this fast growth is confusion which creates the need for education and intelligent messaging so it was important to find the right partner to help position our brand to showcase our key competitive differentiators and the solutions we provide our customers,” said Sonny Mottahead, CEO of Champions + Legends. “Coyne’s collaborative approach and extensive experience communicating to our core audience was key in our decision to bring them on as our partner.”

Champions + Legends developed its products in directly with leading scientists, formulators and undergo a rigorous six phase testing protocol before they are approved for sale to customers. The lineup includes 3 series of products: Prepare, Perform, Recover. Individual products include tinctures, softgels, oral spray, roll-on gel, muscle rub, muscle cream and transdermal patches, which are all custom formulated to match the athletic journey through pre-workout preparation, mid-workout performance and post-workout recovery.

“We’re very excited to help bring Champions + Legends to market. They have a wide variety of well tested and top-quality products that fit the needs of fitness enthusiasts,” stated Rich Lukis, President at Coyne PR. “CBD is a booming category so we’re thrilled to have the opportunity to grow with a company such as Champions + Legends who make it a priority to deliver a premium product that consumers can trust.”

New Lane Bryant case study

With dozens of beauty brands putting inclusivity at the forefront of innovation, many American fashion brands are still behind the times and lacking diversity when it comes to size, shape, tones etc. As an established leader in inclusive fashion, Lane Bryant continues to be a pioneer in the fashion space as the 1st major retailer in North America to roll out a set of revolutionary mannequins featuring a variety of skin tones, reflective of the brand’s ethnically diverse consumer base.

To support Lane Bryant’s diverse mannequin program, Coyne PR conducted targeted media outreach to top business, trade and fashion outlets. Through wide pitching efforts, the team coordinated placements on sites like People, Good Morning America, Forbes, HelloGiggles and Chain Store Age – positioning the brand as a trailblazer in the retail industry. Coyne PR even secured a spot for VP of Brand Marketing Strategy & Creative, Lexy Onofrio, on the Total Retail podcast to speak about all things fresh and new happening within the stores. These efforts generated 557,296,005 media impressions.

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