Marianna von Fedak — Creative Director.
Marianna von Fedak — Creative Director. Back to portfolio
Marianna von Fedak — Creative Director. Champion invented the hoodie in 1934, but no one knew—even Nike printed its first hoodie on a Champion blank. Back to portfolio
Project Concept

To reclaim credit, we turned the iconic “C” into a copyright symbol and dropped a limited-edition hoodie based on the original with top creators. As hype grew, we launched a “Hoodie Swap,” letting people trade Nike, Adidas, and Puma hoodies—now seen as knockoffs—for the real deal. Over 3,000 were swapped in 24 hours, sparking headlines, social buzz, and finally giving Champion the recognition it deserved—no lawsuits needed.

I’m Marianna von Fedak. I make things—ads mostly—and quiet compositions no one asked for.