Champion has unveiled its new permanent space in Selfridges London, offering a curated collection of exclusive and elevated products.
- The concession, located on the third floor, is part of Selfridges’ summer sports celebration.
- It features exclusive pieces inspired by Champion’s archives and includes limited ranges from its Made in Japan and Made in the USA capsules.
- A partnership with artist CurrieGOAT introduces bespoke artwork patches for product personalisation.
- In July and August, Champion will transform the dining area into a sports-themed bar in Selfridges.
Champion has officially opened a permanent concession at Selfridges in London, designed to highlight the brand’s elevated products alongside exclusive items. This initiative is part of Selfridges’ larger celebration of sport throughout the summer, aiming to captivate both fashion enthusiasts and sports fans alike. The collection comprises limited ranges, including pieces from Champion’s original Made in Japan and Made in the USA capsules, featuring timeless hoodies, sweatshirts, and T-shirts unique to Selfridges.
In an exciting collaboration, London-based artist CurrieGOAT has been commissioned to create artwork patches that allow customers to add a personal touch to their purchases. This collaboration underscores Champion’s dedication to creativity and customer engagement, offering a unique way for patrons to personalise their fashion choices.
Further enhancing the launch, Champion is set to revolutionise the dining scene at Selfridges by transforming Harry Gordon’s bar and kitchen into a sports bar-style venue during July and August. This initiative aims to merge retail with experience, providing an innovative space for shoppers and diners to enjoy a sports-themed atmosphere.
Champion’s recent business development includes a significant announcement from the Authentic Brands Group, which has agreed to acquire Champion’s intellectual property and certain operating assets. The acquisition, valued at $1.2 billion (£940 million), aims to convert Champion into a licensed model, with discussions ongoing to develop retail, ecommerce, and wholesale operations.
Lorenzo Moretti, president of EMEA at Champion, expressed pride in the brand’s pioneering history, stating, “We are proud of the many firsts that we have created as a brand including designing the first ever hoodie, developing the first breathable mesh fabric for basketball uniforms and the first sports bra.” His comments reflect Champion’s commitment to innovation and excellence, further solidifying its legacy in the sportswear industry.
Champion’s London venture exemplifies its strategic blend of innovation and tradition, promising a unique visitor experience.
