Athletic apparel brand Champion opens new store in New York City

By

Gabriella Lacombe

Published
Aug 23, 2018

Following its first store opening earlier this year in Los Angeles, Hanesbrand-owned Champion Athleticwear will open a new store this Saturday, August 25, at 434 Broadway in New York City's SoHo neighborhood, as the brand approaches its 100-year anniversary. 

Known for its branded sweats, the Rochester, New York-based brand's new store stretches across 4,900 square feet, and will offer what President of Champion Athleticwear Susan Hennike said would be "the most comprehensive assortment of Champion product assembled anywhere in the U.S." 

The store will give customers options for onsite customization via embroidery and patches, and will stock specialized product assortments exclusive to the SoHo flagship, including ongoing collaborative pieces with designer Todd Snyder, the Champion European and Japanese collections, apparel inspired by New York City, and styles made in partnership with local artists such as Bronx-based mural artist Andre Trenier. 

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Champion re-released its footwear line earlier this year, and promises a wall of sneakers made from various luxury materials in the SoHo location, appealing to sneaker enthusiasts and reinforcing the brand's position as a fashion-forward streetwear brand.

“The store will showcase not only our signature franchise, Reverse Weave, but also celebrate Champion’s unique heritage as an innovator and pioneer in iconic athleticwear products,” said David Robertson, the brand's director of marketing. “Establishing this touchpoint in New York creates an opportunity to engage with our consumers, share our company’s strong heritage, and ultimately bring the brand to life and show what it means to be a champion.”

The SoHo flagship will have new and vintage Champion designs on display, and will sell a limited-edition anniversary style made with the brand's Reverse Weave in the fall.