Continuing my discourse on how skate-y, hypebeast-y brands are winning at retail, here’s a quick look at Champion’s recently opened NYC store. The Soho store is banking on a storytelling approach, enlightening younger customers to Champion’s 100-year sports heritage with display cases of archive pieces and flagging up its signature innovations such as ‘Reverse Weave’ sweatshirts.
Then there are the now ubiquitous customisation stations that will allow you to have bespoke embroidery on your hoodies and sweats. And, perhaps most crucially, it’s adopting streetwear culture with regular drops of limited-edition product to get young hypebeasts congregating in store the way they do at Palace and Supreme. Drops aside, the store promises regular ‘activations’, including NYFW appearances by screen printers and sketch artists. “Connecting with the community is important,” Susan Hennike, president of Champion Athleticwear, told Glossy.