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First Look: Champion goes big on customization in Philly

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Iconic athletic apparel brand Champion Athleticwear continues to expand its retail footprint, with the opening of its fifth U.S. specialty store.

Located in the heart of downtown Philadelphia, the 3,040-sq.-ft. outpost is Champion’s first two-floor store in the U.S. — with the entire second dedicated to customization. Customers can create their own unique Champion gear using a variety of colors, fonts and patches via on-site embroidery and customization services.

The design concept integrates unique elements that reflect the brand’s athletic DNA, including fixtures made from reclaimed basketball gym floors and custom benches made from lockers. Champion’s heritage will be on display with select archival items that ranges from vintage product and memorabilia to wallpaper made of collages of vintage company ads, catalogs and other images dating back through the brand’s 100-year history.

The store also has a strong local feel. A mural done by Philadelphia artist Alloyius Mcilwaine features such Philly icons as a cheesesteak and the Liberty Bell. And street artist Ishknits created an installation of the city’s skyline completely out of yarn.

In addition, the store will engage with the local community with monthly in-store activations and events such as live screen printing.

In addition to Champion’s signature assortment of colorful sweatshirts, hoodies and joggers, specialized products will be available exclusively in the Philadelphia store, including a Champion Philadelphia capsule collection. National and local collaborations will cycle in and out from time to time.

“We are excited to come to Philadelphia with a new store that truly celebrates the city and the rich culture that makes it so special,” said David Robertson, director Champion Brand Marketing. “Philadelphia has a rich tradition in sports, the arts, academics and cuisine, and we look forward to becoming a part of this one-of-a-kind community.”

Champion Athleticwear opened its first U.S. retail store last summer, in Los Angeles, which was followed by locations in New York, Boston and Chicago.
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