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Champion Heritage Flagship Store

New York, NY

This premium athleisure brand rooted in classic collegiate sportswear puts the spotlight on the integration of customization technology for this flagship location

The home of the hoodie and pioneer of the Reverse Weave, Champion has always had innovation at its core. Original designs are elevated with superior craftsmanship and fresh details to become premium athleisure icons. Built on a century’s worth of heritage, Champion constantly regenerates itself for today. The signature ‘C’ is a symbol of authenticity, worn by artists, athletes, and creatives worldwide.

The Heritage Store will distinguish itself from outlets and other retailers with a focus on the innovation of customization. The ‘Custom Studio’ will be anchored at the rear of the store with a visual sightline from the entry. We will create an immersive, engaging destination positioned to pull people into the store. As we craft a journey through the store, perimeter merchandise is layered with the storytelling of Champion’s passion for sports apparel, since the early 1920s. In the heritage store, we have the opportunity to connect with diverse, everyday athletes and celebrate the heritage of sports apparel innovation.

The materials are as authentic as the brand. Raw concrete floors, raw blackened steel, walnut laminate on exposed plywood with a natural finish to eliminate harsh chemicals. The custom fixture designs, in this truly vintage SoHo backdrop, set the scene for the merchandise to stand out. The customer journey through the space focuses on all the unique merchandising categories, including classic and innovative athletic merchandise alike. The visual excitement of the wood sculpture soffit at the back of the store, where wood pieces, lighting, and graphics meld to tell the localization and customization story. This spotlight puts the focus on the integration of customization technology, where customers can design their own items, so they can wear their creativity on their sleeve!