CHAMPION OPENS ITS FIRST-EVER U.S. STORE IN LOS ANGELES
Athletic apparel maker Champion Athleticwear is finally bringing the brand to life with its first U.S. store opening in Los Angeles, California, at 123 South La Brea Avenue.
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.
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).
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.
“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 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 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,” added David Robertson, director of the 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.”