Champion Emails

Payless Shoesource

While working on the digital team for Payless Shoesource, I designed numerous promotional emails for our collection of Champion athletic shoes. I sought to elevate this budget brand by driving product styling and photography in a new direction.

Our Champion emails had historically featured a lot of “tumble” shots, in which many different styles and colors of shoes were displayed together on the floor. While this demonstrated the variety of products available at Payless, it cheapened the shoes’ appearance. After researching competitive sneaker brands, I guided our team to focus more on “hero” shots that highlight the features of individual Champion products. This new photography, along with a limited color palette, made our emails more consistent with popular and high-end athletic brands.