Personalization and localization are among the highlights at Champion Athleticwear’s first U.S. store.
The store will feature onsite customization, allowing shoppers to design one-of-a-kind garments. There will also be specialized product assortments, frequent product drops from the company’s global lines, and regional collections.
The brand opened the specialty retail location, April 7, in Los Angeles, CA. Champion selected the La Brea District to plant its retail flag in an area comprised of dozens of trendsetting stores and brands.
“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 Susan Hennike, president of 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, according to the company.
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,” says David Robertson, director of 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 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.