Champion® Athleticwear Opens First Flagship Store in America | SENATUS

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Champion® Athleticwear Opens First Flagship Store in America

9 April 2018

By Natalie White

Champion Athleticwear, an athletic apparel founded in 1919, is finally opening its first specialty retail location in the United States, opening it 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.

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 aims 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 American athleticwear positioning, which includes reclaimed basketball court hardwoods, gym lockers and metal mesh (e.g. 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.

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