Champion And Deaf Musician Signkid Are Redefining The Way We Think About Music Accessibility
Inspiration comes in all forms. Through each unique experience, we gather material that can be transmuted into a pure expression of our individuality, providing the world a peek into the personal universe we call life.
For over a century, Champion, the iconic sportswear brand, has been supporting and, well, “championing” those who openly share their story despite any perceived obstacles. Through its latest campaign, “Champion What Moves You,” the classic sportswear brand highlights creatives reshaping how we think about and engage with culture, offering a new definition for its namesake.
Included in the cast of dynamic and innovative personalities is Kevin Walker, better known to the world as Signkid. Hailing from London, the writer, producer, and sing-song rapper is showcasing a new form of artistry, leaving a noticeable impression on the music industry.
As a musician who is Deaf, Signkid’s process of creating smash hits and thoughtful wordplay differs from his hearing counterparts. Experiencing music entirely through visuals and vibrations, the London-based artist translates his crafty lyrics and punchlines into specific sign slang, articulating his message in a way that bridges the gap between the hearing and non-hearing communities.
Growing up, the standout artist noticed the lack of Deaf representation in entertainment and pop culture, leading him to dream up ways of filling that void with voices from his community. Fast forward to today, and Signkid has made it his mission to not only break into the space but to take it over and make it more accessible and inclusive for everyone in the process.
As part of the special campaign, Champion and Signkid joined forces to manifest their shared vision. Noticing that there was no specific sign slang for “champion” as a verb, Signkid took it upon himself to create a unique signed logo that expresses the brand’s characteristic ethos and the true versatility of the word.
To get more insight into his story and involvement in the campaign, we caught up with Signkid at the live painting of his dedicated mural outside Champion’s Soho flagship commemorating the Champion What Moves You campaign.
Why did you want to be a part of this collaboration?
That's a really good story, actually. When I was younger, I'd always see my friend wearing a Shaquille O’Neal Miami Heat jersey, and I recognized one of the brands on the top as the Champion logo. So I asked my friend if he’d want to swap his jersey for my hat, and to this day, I still have that jersey.
So when Champion and the team from Lowkey Films reached out to me, I didn't even need to think twice about saying yes.
As an innovator, what parallels do you see between yourself and the Champion brand?
Previously, I was a graphic designer, a discipline that allowed me to play around with so many ideas. Being Deaf, I saw it as an advantage because it's a completely different way of creating things compared to hearing people.
I have a very different way of ideating and creating, similar to how I feel Champion operates.
In your mind, what sets Champion apart from other brands?
Champion offers access to the signing community in a way that most other brands don’t; take the signed logo, for example. I hope the other brands can see what Champion is doing and feel inspired.
This collaboration is something I’ve never seen done before, something that especially highlights the sign language community, and I’m hoping other brands follow suit.
How did you come up with the signature C logo?
I was figuring out the best way to translate the logo into sign language because Champion represents many different things to many other people, like supporting those who want to become the best version of themselves.
Looking at the original Champion logo, it was effortless for me to land on the perfect sign I decided to use. I ideated and spoke with my team, and we all agreed that the new sign represented Champion perfectly.
How does this collaboration with Champion foster more inclusion in the creative community?
I think it's an excellent example of showing people who are hearing that Deaf people are more than their disability. There's an assumption that Deaf people can't dance, rap, or paint, but that’s so far from the truth.
I want to change that narrative and showcase it positively. I am showing that there are different routes you can take to get to the same goal.
Projects like this one with Champion are critical because they provide more examples that anyone can do amazing things.
