Translated by
Nicola Mira
Feb 27, 2018
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Champion sports new-look logo in Kith collaboration

Translated by
Nicola Mira
Feb 27, 2018

After being dormant for some time, in the last couple of years Champion has become one of the most influential brands for US group HanesBrands, as it reaps the rewards of the worldwide nineties sports label revival. 

Last year, the firm's global sales grew 15%, and the Champion Reverse Weave products now have pride of place inside key fashion stores popular with Millennials. For example, Urban Outfitters unveiled a special collection by Champion for the inauguration of its first Paris store last week.

Items from the Kith-Champion collection - Instagram de Ronnie Fieg

Champion is keen to foster this kind of dynamic, and its product development teams are working hard to tap its full potential in t-shirts, sweatshirts and tops. Also, the brand has a penchant for collaborations with directional labels.

After first teaming up with Beams in 2016, it has done a repeat on the collection created with the Japanese label. While Ronnie Fieg, founder of US fashion label/retailer Kith, has also recently unveiled his own take on Champion. For the occasion, he created a new version of the Champion logo.

Champion built its market come-back on a fresh take on some of its signature products and, ahead of its 100th anniversary in 2019, it is now willing to broaden its scope. At last January's trade show session, Champion introduced a unisex line in black, white and grey, called Black Line.

It will be available for the next autumn/winter and it too will feature a restyled logo. Besides adding to and segmenting its product range, Champion is at the same time deploying a new retail strategy. Last autumn, it opened a flagship store in London, at 48-50 Brewer Street in the Soho district.

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