WINSTON-SALEM, N.C.--(BUSINESS WIRE)--Champion Athleticwear, makers of authentic athletic apparel since 1919, is bringing the brand to life in a unique and genuine way with its first U.S. store opening in Los Angeles, California, at 123 South La Brea Avenue.
Opening its first American specialty retail location in one of the city’s top shopping destinations, Champion selected Los Angeles’ flourishing La Brea District to plant its retail flag in an area comprised of dozens of trendsetting stores and brands. The first 500 customers to shop at the grand opening on Saturday, April 7 will receive a limited edition canvas tote bag with exclusive art designed by Stella Blu, a local artist.
“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,” said Susan Hennike, President Champion Athleticwear. “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 Champion store will feature onsite customization, allowing shoppers to design one-of-a-kind Champion garments made on-demand and tailored to their specific preferences. Additionally, there will be a number of specialized product assortments only available in the Los Angeles store and frequent product drops will take place from the company’s global lines. Regional collections inspired by the Southern California area in which the store resides will also be available and will include exclusive styles, colors and partnerships with local influencers.
“The store will showcase not only our iconic pieces, such as Reverse Weave®, but also our heritage and key moments in time, further illustrating our brand’s unique identity,” said David Robertson, Director Champion 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.”
With the launch of the first U.S. store, Champion has developed a retail concept that is true to the brand, the consumer and the local community to tell one holistic story. The store’s design is inspired by Champion’s incredible sportswear heritage but interpreted in a modern way, mirroring how the brand continuously reinvents its classic and iconic products.
Through imagery, product displays and merchandising, Champion is able to bring its key icons like Reverse Weave to life in a new way. Key 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).
Situated in the heart of La Brea, the store creates a space for shoppers to visit when looking for iconic styles, simple classics or bold designs, all curated and merchandised by Champion for a one of a kind experience.
Since 1919, Champion Athleticwear has offered a full line of innovative athletic apparel for men and women including activewear, sweats, tees, sports bras, team uniforms and accessories. Champion uses innovative design and state-of-the-art product testing to ensure uncompromised quality and innovative apparel for our consumers. Champion Athleticwear can be purchased at department stores, sporting goods, specialty retailers, and at Champion.com. For more information, please contact us at 1-800-315-0563 or at Facebook.com/Champion, follow us on Twitter @Championusa or on Instagram @Champion. Champion is a brand of Hanesbrands Inc. (NYSE:HBI).