Pete Champion, one of the brilliant minds behind the inception of I-AM, boasts an impressive 23 years of experience driving innovations in retail and branded environments across diverse sectors and global markets. With a passion for fostering lasting emotional connections between brands and consumers, Champion’s mission revolves around delivering sustainable commercial value by enhancing human experiences offered by brands — making them more rewarding, memorable, and conversation-worthy.

Throughout his career, Champion has earned a reputation as a fearless creative leader, fearlessly taking on challenges across multiple sectors. His expertise lies in directing major client accounts and projects for food and beverage retailers, ranging from well-established giants to promising start-ups.

Champion’s exceptional portfolio boasts an array of iconic projects, including collaborations with renowned brands such as The John Lewis Partnership, Starbucks, Enterprise, Unilever, Diesel, Adidas, KFC, The UK Post Office, Nationwide, Hamptons, Wall's, Waitrose, TSB, Bank of Ireland, and Co-operative Bank.

His visionary leadership and innovative approach have left an indelible mark on the industry, transforming ordinary spaces into captivating brand experiences that resonate with consumers on a profound level.