Champion highlights retro athleisure and iconic Americana at new Selfridges concession
It is undoubtedly the summer of sport. From Wimbledon to the Paris Olympics, and various other championships in between, the love of competition is practically palpable.
US-label Champion has joined in on the action with the opening of its own concession store at Selfridges' London location, celebrating retro athleisure styles and bringing some of the brand's Americana vibe to the UK.
With a limited, carefully curated selection of pieces pulled from the archives and inspired by old-school items like their iconic Reverse Weave sweatshirt, hooded sweatshirts, crops, and basketball kit—including some Selfridges exclusives—it's a must-visit for any dedicated street and activewear fanatic.
To complete the space, the brand collaborated with London-based multidisciplinary artist CurrieGOAT to create bespoke artwork throughout, including patches for shoppers to customise their pieces with.
'Inspired by Champion’s varsity sport legacy, my aim for these designs was to build on the concept of “Champion State University”', said the artist.
Customers can also shop a limited run of Made in Japan and Made in USA capsule collections, crafted using heritage techniques, reinterpreting their classic silhouettes and shapes.
Champion has even taken over the famous Harry Gordon's Bar & Kitchen, taking patrons on a journey through the history of sport and the brand's archives.
The London Selfridges store is hosting various activations during their Sportopia event, including climbing columns, DJ sets, and run clubs.
The Champion store at Selfridges is open now, and the takeover of Harry Gordon's Bar & Kitchen, along with Selfridges' Sportopia, will run until the end of August.
More gym wear...
Green is the new black with these eco-friendly activewear must-haves
Team GB rugby players swap kit for lingerie in new #StrongIsBeautiful campaign
Sophie Habboo on how lifting weights has bolstered her love of fitness
Cut through the noise and get practical, expert advice, home workouts, easy nutrition and more direct to your inbox. Sign up to the WOMEN'S HEALTH NEWSLETTER
You Might Also Like
