Champion Debuts First U.S. Retail Store

Champion Athleticwear is bringing the 99-year-old brand to life with its first U.S. store, which will open in Los Angeles.

“The global sphere of influence in Los Angeles with regard to fashion, art, sports and entertainment culture make it the perfect place for Champion to bring its iconic heritage and product stories to life,” says president Susan Hennike. “In today’s retail landscape, it’s vital to create a direct connection with our consumers. The need to provide a seamless customer experience across all channels makes this exactly the right time and place for Champion to launch this exciting retail concept in the United States.”

The store will feature on-site customization allowing shoppers to design one-of-a-kind items made on-demand and tailored to specific preferences. It also will feature specialized product assortments that are only available in-store and frequent product drops from the company’s global lines. Regional collections inspired by the Southern California lifestyle will also be available and include exclusive styles, colors and partnerships with local influencers.

Through imagery, product displays and merchandising, Champion will bring its key icons like Reverse Weave to life in a new way. Materials used throughout the store give a nod to the brand’s authentic American athleticwear positioning, which includes reclaimed basketball court hardwoods, gym lockers and metal mesh (like the mesh fabric Champion pioneered).

“The store will showcase not only our iconic pieces ... but also our heritage and key moments in time, further illustrating our brand’s unique identity,” says David Robertson, Champion’s director of brand marketing. “We truly believe in our mantra that ‘It takes a little more to make a Champion,’ and we’ve transformed this concept into a reality with this store.”