Iconic athletic apparel brand continues to expand retail store footprint

Press enter to search
Close search
Open Menu

Iconic athletic apparel brand continues to expand retail store footprint

By Marianne Wilson - 11/16/2018
Champion Athleticwear, the nearly 100-year-old athletic apparel brand, is making up for lost time.

The company opened its first-ever U.S. store in April, in Los Angeles, and since then it has opened locations in New York and Chicago. It is now opening its fourth site, a 2,825-sq.-ft. outpost on Newbury Street in Boston.

“The city has long been a Northeastern stronghold for the Champion brand and we look forward to being a meaningful presence on Newbury Street for years to come as we integrate into the community with events, unique products and customization,” said David Robertson, director of Champion brand marketing. “With this new store, we seek to deliver a truly immersive, sensory brand experience where customers walk away with more than just a quality Champion product.”

The 2,825-sq.-ft. store includes specialized product available only in the Boston location, along with on-site customization that will feature both Champion and Boston-themed patches. Shoppers can also create their own made-to-order garments through embroidery. National and local collaborations will cycle in and out of the store on a frequent basis.

Furthering its ties to the local community, the store has a brick wall mural painted by Artists For Humanity and inspired by both the Boston community culture and Champion designs. On the interior, Champion’s heritage will be on display with select archival items dating back through the brand’s history and a custom trophy display.

The store is designed to maintain the integrity of the historical space while infusing elements that bring the brand’s athletic DNA and heritage to life through a modern lifestyle lens. Design elements include such items as reclaimed basketball gym wood fixtures, and historical wallpaper that features a compilation of vintage ads, catalogs and other imagery.