The Iconic Brand Blends the Heart of a Champion and City Culture with New Retail Venture in California
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.
To learn more, visit Champion.com
and follow the brand on Instagram,
Twitter
and Facebook
as well as the Champion Los Angeles Store on Instagram
@champion_losangeles.
About Champion®
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).
