Champion: A Global Athletic Brand in Motion

 
 
 

OVER A CENTURY OF INNOVATION

Since its acquisition by Authentic Brands Group, Champion has continued to build on its storied heritage, combining performance innovation with cultural relevance. The brand outfits athletes at all levels while remaining a cornerstone of streetwear, blending functionality with everyday style.

Founded in 1919 in Rochester, New York, Champion began as the Knickerbocker Knitting Company, producing high-quality knitwear. Over the decades, the brand earned a reputation for innovation in athletic apparel, including its iconic Reverse Weave sweatshirts, introduced in 1938 to prevent shrinkage and built for durability.

Today, Champion delivers authentic, versatile and comfortable apparel that reflects both its athletic roots and ongoing influence in global fashion. Its impact is clear across digital and social channels, with 13.2M+ followers, demonstrating the brand’s strong connection with consumers worldwide.

With over a century of authentic heritage, Champion uniquely sits at the crossroads of sport, style and culture.

 
 

CHAMPION AROUND THE WORLD

 
 
 
 

HYPEBEAST EXCLUSIVE HOODIE

Champion partnered with global youth culture pioneer Hypebeast for an exclusive China release that reworks its iconic designs. The campaign, which uses the hoodie as a canvas for its “Name Your Champion” initiative, celebrates creativity and pays tribute to the diverse, ever-evolving roots of street culture.

The release was complemented by a themed pop-up event in Shanghai, bringing the collaboration to life in both style and experience. Together, Champion and Hypebeast showcased how fashion and media can empower the next generation, turning trends into a bridge between personal identity and the cultural moment.

HOMNA GOLF COLLECTION

Champion redefined the game with its first collaboration with HONMA GOLF, Japan’s world-renowned premium golf brand. The capsule features innovative hoodies, sweatshirts and sweatpants, all created with the craftsmanship and authenticity that the two brands are known for. Inspired by Champion's REVERSE WEAVE, the collection reinterprets HONMA GOLF's tagline with Champion's enduring style.

SUFGANG’S COLLABORATIVE COLLECTION

Champion partnered with SUFGANG in Brazil for a capsule that blends the brand’s athletic heritage with SUFGANG’s bold, street-led design. The partnership brings together two brands rooted in authenticity and self-expression.

The SUFGANG x Champion collection features elevated essentials, including hoodies, sweatshirts, tees and bottoms, updated with modern silhouettes, bold graphics and a contemporary color palette. Champion’s signature craftsmanship anchors the assortment, while SUFGANG adds a strong cultural edge.

“CLASSIC, REMADE BY ME” WITH DING YUXI

Champion launched its “Classic, Remade by Me” campaign, naming acclaimed Chinese actor Ding Yuxi as its new Greater China brand ambassador. Yuxi is celebrated for his refined acting skills, work ethic and distinctive fashion sense, blending vintage elegance with modern edge. His ability to authentically embody diverse roles and break conventions mirrors Champion’s ethos of individuality and innovation.

Through this partnership, Champion reinterprets its classics as a platform for reinvention, inviting a new generation to create their own style. Amid the return of retro aesthetics, the campaign encourages consumers to move beyond following trends and instead define the next wave of timeless fashion moments.

VINTAGE CAMPUS STYLE WITH KHAKIS

Champion partner Musinsa Korea teamed up with Khakis, a local brand known for its vintage American casual aesthetic, to launch the New Collegiate capsule collection. Inspired by the free-spirited campus style of the 1980s and ‘90s, the collaboration blends Champion’s heritage colors with Khakis’ nostalgic sensibility, reimagining classic collegiate pieces with modern textures and refined sporty elegance.

 
 

CHAMPION RETAIL

CHAMPION AT TARGET

Target and Champion teamed up for a strategic partnership featuring a new collection that offers a fresh take on the American sportswear brand’s signature looks. Drawing inspiration from Champion’s rich history of more than a century in sports, the collection is infused with on-trend colors, premium fabrics, unique washes, detailed trims and a distinctive Champion logo.

With more than 500 pieces, the extensive line spans high-quality, trend-forward activewear, accessories and slides as well as sporting goods and bags for adults and kids. The partnership marks an exciting milestone for Champion, expanding the brand’s reach and reinforcing its position as a leader in sportswear by making its iconic style more accessible than ever. The line is available in Target stores and on Target.com.

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MILAN BRAND HOUSE

Champion has opened its new Milan Brand House, The House of the Challenger, at Via Torino 19, unveiling a nearly 10,000-square-foot space that brings together sport, culture and modern retail. The two-level store features the men’s collection on the ground floor, with women’s, kids’ and select collaborations showcased upstairs, alongside flexible areas designed for customization and community activations.

The opening was marked by a pre-opening event and a public launch. Highlights included Champion’s “1 Hour With…” sessions featuring athletes Giacobbe Fragomeni, Joseph Lasiri and Ivan Zucco, live art and window customization by Sexsdreams and a DJ set with music icon Big Fish in collaboration with EST Radio.

Opening day extended the celebration with an in-store radio takeover, DJ sets and live garment customization, reinforcing the Milan Brand House as a creative hub and a physical expression of Champion’s challenger spirit.

SHANGHAI FLAGSHIP STORE

Champion opened its flagship store in Shanghai’s Joy City shopping mall, a vibrant hotspot of streetwear and youth culture. Inspired by the iconic “C” logo, the bold storefront—styled in the brand’s distinctive red, blue and gray palette—invites shoppers into a futuristic experience, with interactive DIY stations and a curated mix of classic and contemporary designs. The new location connects Champion with trend-driven consumers and reinforces its brick-and-mortar expansion in China.

SINGAPORE DEBUT

Champion made its official debut in Singapore with a high-energy launch event hosted by SYI Co (Pte) Ltd., the brand’s local licensee. In partnership with HaveFun Live Show, the “Ignite the Night” celebration fused fashion, music and community in a dynamic tribute to streetwear culture. To boost digital engagement, new followers of Champion Singapore’s Instagram account received limited-edition Champion caps, sparking excitement both online and onsite. The event marked a strong beginning for Champion in this key market in Asia, setting the stage for future activations and brand growth.

CHENGDU FLAGSHIP

Champion reopened its refreshed flagship at Chengdu YINGJIA Plaza under the theme “Classics Reimagined,” marking a new chapter where the brand’s sports heritage meets contemporary style. As a key moment in Champion’s revitalization, the store blends global design with local cultural influence.

Inspired by Chengdu’s landscape, the space incorporates traditional bamboo weaving alongside Champion’s signature Reverse Weave technique, creating a modern mix of heritage craftsmanship and brand DNA. The flagship reflects Champion’s legacy and its connection to Chengdu’s creative, expressive spirit. The renewed store bridges classic collegiate sport style with urban street culture, presenting a space that is authentically Champion and designed for today’s youth—a timeless classic redesigned for a new generation.

 
 

CHAMPIONS OF PEOPLE

“CHAMPIONS FOR CHAMPION”

Champion’s global campaign, “Champions for Champion,” reimagined what it means to be a modern-day icon. Featuring a star-powered lineup including rapper The Kid LAROI, gymnast Aly Raisman and style leader Romeo Beckham, the series fuses style, sport and purpose in true Champion fashion. Each story brings the ambassadors’ passions and personalities to the forefront, captured through bold visuals and behind-the-scenes content. The campaign launched across paid media, as well as on Champion’s owned digital and social platforms, and was prominently featured at major global retailers.

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KATIE TAYLOR ENTERS THE RING

Champion signed a multi-year partnership with Irish boxer Katie Taylor that included the development of a combat sports range designed with her input, spotlighting Champion’s commitment to performance-driven innovation through one of the most accomplished boxers of all time.

The deal kicked off with Taylor’s highly anticipated bout against Amanda Serrano in July, where she cemented her legacy at Madison Square Garden in New York City and secured a majority decision victory. The sold-out fight, which drew massive viewership on Netflix, marked a landmark achievement for elevating women’s boxing as the first all-women’s card at the legendary stadium. Taylor employed sharp footwork, precise jabs and tactical movement—landing just as many punches as Serrano, but with superior power and accuracy that highlighted the Champion athlete’s disciplined performance, speed and tactical brilliance.

A KNOCKOUT COLLABORATION WITH TOM ASPINALL

Champion announced a partnership with UFC Heavyweight Champion Tom Aspinall, launching with the HEAVYWEIGHT CHAMPION capsule that reinforced the brand’s commitment to the world of combat sports. The collection blends performance-ready garments with modern, lifestyle-inspired silhouettes, including the Reverse Weave hoodie, tonal performance tees, tailored track pants and functional training layers. Shop the HEAVYWEIGHT CHAMPION collection here.

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CHAMPION EVENTS

NYFW ACTIVATION

Champion made waves across New York with a larger-than-life hoodie that appeared at Times Square, SoHo and the Tudor City Bridge, sparking buzz ahead of New York Fashion Week. The spectacle stopped thousands of New Yorkers in their tracks, building anticipation for Champion’s fashion week event as the daring display unfolded across Manhattan.

The House of Champion Powered by Sports Illustrated dominated New York Fashion Week with an unforgettable night that brought Champion’s story to life with a VIP event. More than 900 guests attended the event, including some of the most prominent names in fashion, sports, entertainment and culture.

Brand ambassadors from the “Champions for Champion” campaign—style leader Romeo Beckham, gold medal gymnast turned advocate Aly Raisman and rare disorder fundraiser Jeffrey Randall Allen—walked the red carpet alongside Remi Bader, Darren Barnet, Sophia Culpo, Xandra Pohl, Serayah and more.

Held at Soho Lofts, the venue came alive with music from Sofi Tukker. Guests enjoyed elevated hors d’oeuvres, a hoodie customization station and a Sports Illustrated cover booth while exploring curated displays of Champion’s story—from its 1919 founding to archival pieces that shaped sports history. Exhibits spotlighting the brand’s latest collections further immersed attendees in Champion’s heritage and cultural influence. The House of Champion proved to be a defining moment of New York Fashion Week.

SHANGHAI FASHION WEEK

During Shanghai Fashion Week, Authentic hosted a press day at its newly unveiled regional office to announce its strategic partnership with Belle Fashion Group for the Champion business in Greater China. Through the agreement with Authentic, Belle Fashion—having previously secured the licensing rights for Champion’s footwear and accessories in 2021—officially obtained the license for the brand’s apparel products in Greater China.

Leveraging Authentic’s global brand management expertise and Belle Fashion’s deep understanding of the local market, the partnership aims to drive Champion’s brand presence in China. At the event, Josh Perlman, EVP, Greater China at Authentic, welcomed more than 20 media outlets from the fashion and business sectors.

Attendees experienced a guided tour of the Champion showroom, where the new collection was unveiled. The day concluded with a Champion-themed afternoon tea and Style Studio gifting, offering an immersive experience of the brand’s latest assortment and reinforcing the collaborative spirit of the partnership.

 
 

CHAMPION COLLABS

A LEAGUE OF OUR OWN AT ZARA

Champion landed at Zara with the League of Our Own collection, a tribute to the brand’s legacy rooted in unity, family and a shared sense of brotherhood and sisterhood. Transforming classic athletic staples with a modern, elevated twist, the collection spans categories for both adults and kids. The assortment includes letterman jackets, hoodies, sweatpants, sweaters, shoes and hats, designed to resonate across generations. Bringing Champion’s enduring spirit of community to the forefront, League of Our Own delivers pieces that are both timeless and freshly relevant.

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BEAMS’ EXTRA COLLECTION

Champion partnered with Starbucks Stand by BEAMS to debut the EXTRA Collection, launching a custom sweatshirt as the first release from the new lifestyle project that brings fashion and coffee culture together.

The sweatshirt, which comes in both green and gray, features Champion’s iconic Reverse Weave technology for enhanced durability and comfort, paired with a collegiate-style “Starbucks Stand” graphic across the front. Premium details include Champion embroidery on the left sleeve and an exclusive Starbucks Stand by BEAMS leather logo patch on the right sleeve.

SOFÍA CASTELLANOS COLLABORATION

Champion partnered with Mexican artist Sofía Castellanos on a collaboration that showcased a unique blend of local artistry and global brand identity. Highlighting Champion’s commitment to community engagement, the partnership reflected the brand’s dedication to embracing cultural narratives while driving momentum in the local market. The collection featured slippers, hoodies, jackets, pants, beach tops and accessories for adults and children.

 
 

PRESS HIGHLIGHTS

 
 
 
Brand News, LifestyleEditorial StaffChampion