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Champion Opens First Retail Store



April 9, 2018

Champion Athleticwear, a brand offered by HanesBrands Inc., Winston-Salem, N.C., has opened its first full-price retail store in Los Angeles, at 123 South La Brea Ave.

Champion selected Los Angeles’ La Brea District for its retail store in an area comprised of dozens of trend-setting stores and brands. The first 500 customers to shop at the grand opening, held April 7, received 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,” says 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 on-site customization, allowing shoppers to design on-demand, one-of-a-kind Champion garments 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 is located also will 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, 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.”

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 brings its key icons, like Reverse Weave, to life in a new way, according to the company. Key materials used throughout the store give a nod to the brand’s authentic American athletic wear positioning, which includes reclaimed basketball-court hardwoods, gym lockers and metal mesh. — J.L.


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