Champion Breaks Into Brick-And-Mortar With Los Angeles Opening
Champion Athleticwear, which has been making athletic apparel since 1919, has decided now is the time to enter the brick & mortar environment. The retailer opened its first U.S. store in April, in Los Angeles, CA, with a focus on personalization and localization.
The Champion store features onsite customization, allowing shoppers to design one-of-a-kind Champion garments made on-demand and tailored to their specific preferences. Additionally, there are 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 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.”
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 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.”
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. Through imagery, product displays and merchandising, Champion is bringing its key icons to life in a new way. Key materials used throughout the store include reclaimed basketball court hardwoods, gym lockers and metal mesh (like the mesh fabric Champion pioneered).