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Iconic athletic apparel brand opens first U.S. freestanding store

It only took 99 years.

Champion Athleticwear, founded in 1919, is opening its first-ever U.S. store on April 7, in Los Angeles. Located in the city’s flourishing La Brea District, 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.

“In today’s retail landscape, it’s vital to create a direct connection with our consumers,” said Susan Hennike, president Champion Athleticwear. “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 feature a number of exclusive specialized product assortments not available anywhere else and frequent product drops from the company’s global lines. Regional collections inspired by the Southern California area locale 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. Key materials used throughout reference the brand’s authentic American athleticwear positioning, which includes reclaimed basketball court hardwoods, gym lockers and metal mesh (like the mesh fabric Champion pioneered).

“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.”
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