Champion opens a new permanent store at Selfridges, showcasing exclusive merchandise.
- The collection includes unique items only available at Selfridges, inspired by Champion’s archives.
- Limited edition Made in Japan and Made in the USA collections feature classic apparel.
- Collaboration with artist CurrieGOAT offers personalised artwork patches for products.
- Authentic Brands Group acquired Champion’s intellectual property in a $1.2bn deal.
The renowned US sportswear brand Champion has opened a permanent concession at Selfridges in London. This new store, launched on 27 June, is a part of Selfridges’ summer sport celebration and presents a distinctive selection of Champion’s elevated products. A noteworthy feature of this concession is the array of exclusive pieces, accessible solely at the Selfridges location.
Among the remarkable offerings are limited edition items from Champion’s Made in Japan and Made in the USA capsules. These collections highlight classic sportswear items such as hoodies, sweatshirts, and T-shirts, each embodying the brand’s rich heritage and commitment to quality.
Champion has initiated a creative collaboration with London-based artist CurrieGOAT. This partnership introduces a series of artwork patches that offer customers the opportunity to personalise their apparel purchases, adding a bespoke touch to their sporting attire.
In addition to the store opening, Champion will be taking over Selfridges’ Harry Gordon’s bar and kitchen throughout July and August. This initiative will transform the dining area into a sports bar-styled venue, further enriching the shopping experience with a unique blend of sport and leisure.
Preceding this launch, Authentic Brands Group announced an acquisition of Champion’s intellectual property and certain operating assets, valuing the deal at approximately $1.2 billion. Authentic Brands aims to transform Champion into a licensed model, engaging with potential partners to oversee its manufacturing, retail, ecommerce, and wholesale functions. Lorenzo Moretti, President of EMEA at Champion, expressed the brand’s pride in pioneering iconic sportswear innovations, and highlighted the store’s role in delivering both recognized and novel offerings to customers.
Champion’s new store at Selfridges exemplifies the brand’s strategic evolution and dedication to offering exclusive, high-quality products.
