Dance Champions

CLIENT

Dance Champions

The PROJECT

Launching the First Global Dance Lifestyle Brand

SERVICES

Brand Development

Integrated Marketing Communications

Video and Photography Production

We created Dance Champions, a modern lifestyle brand for dancers and their parents that spans apparel, competitions, and media.

CONTEXT

Youth competitive dance rivals traditional sports in scale and economic impact but category leaders and true lifestyle brand. Dance is similarly sized to hockey, both in participation and annual spend, and is the top extracurricular for girls (1 in 4). Yet there’s no equivalent to Timbits Hockey or Canadian Tire Jumpstart.

The Strategy

Dance Champions is a global dance brand that unlocks the power of movement that connects us all, through competitions, apparel & media. Collective Advantage developed the business plan, brand, marketing communications, and launch strategy to bring Dance Champions to the world, launching Spring 2026.

Brand Launch

We partnered with North America’s top dancers to create a brand that celebrates the joy of movement. Vibrant photography, videography and a custom song created memorable brand assets to anchor the brand.

Custom Apparel

We worked with dance designer and influencer Wesley Tang to create a custom silhouette for apparel, launching Spring 2026.

Always-On Content

We developed the brand to facilitate daily content creation. The brand identity, standards, and production approach are optimized for the content realities of today’s leading social channels.

THE RESULTS

Dance Champions is establishing itself as a new cultural forcein the dance community. Dance Champions has exceeded all of its revenue, registration, and engagement KPIs to date.

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