Champion has launched a permanent concession at Selfridges London, showcasing a high-end product range.
- This new space is part of Selfridges’ summer sports celebration on the third floor’s Designer Studio.
- The launch features exclusive items inspired by Champion’s rich archives, including limited editions.
- Unique artwork patches by artist CurrieGOAT allow for personalised branding on select products.
- Champion’s takeover of Selfridges’ bar in July and August will transform it into a sports-themed venue.
Champion, an iconic US sportswear brand, has introduced a permanent concession at London’s Selfridges. Located on the Designer Studio’s third floor, the concession aligns with Selfridges’ seasonal festival celebrating sports. The newly launched space is dedicated to exhibiting Champion’s ‘most elevated’ product line, including unique pieces exclusive to this location.
This launch is marked by items inspired by Champion’s historical archives, which includes rare selections from its Made in Japan and Made in the USA capsule collections. These lines boast classic staples, such as hoodies, sweatshirts, and T-shirts, embodying the brand’s long-standing reputation for quality and style.
Furthermore, the launch entails a partnership with London-based artist CurrieGOAT. This collaboration introduces a series of bespoke artwork patches, permitting customers to customise their apparel, enhancing the unique shopping experience for Champion enthusiasts.
In addition to the retail offerings, Champion will take over Selfridges’ Harry Gordon’s bar and kitchen this July and August. The transformation into a sports-themed venue is expected to attract both regular shoppers and sports fans, further integrating the brand into the store’s fabric.
The unveiling follows a significant business move. On 5 June, Authentic Brands Group declared its agreement to purchase Champion’s intellectual property and some operating assets valued at $1.2 billion (£940 million). This strategic acquisition is anticipated to transition Champion into a licensed model, with discussions ongoing regarding operations across manufacturing, retail, and other areas.
Champion’s integration into Selfridges marks a pivotal moment in its expansion and brand evolution, promising a unique shopping experience through exclusive collections and collaborations.
