Authentic athletic wear brand "Champion". Active wear, sweatshirts, T-shirts, sports bras, uniforms for teams, accessories, etc. Sports for men and women·LifestyleWe have a full lineup of apparel. With its qualityfunctionalWith a simple design, there are still strong fans and loyal users on the street in Japan.

Text_Kurumi Fukutsu

　1919, Rochester, New York, USAWas born in"Champions" have created the history of sports and culture in the last 100 years. He has worked on clothing for a wide range of people, from training uniforms for the US Army to uniforms for iconic sports teams.

Wentforce Military Academy School Uniform for the first time in 1926, then sweatshirt at the University of Michigan in 1934and​ ​shirtThe brand name spread throughout the United States because of its adoption. In 1938, the iconic masterpiece “Reverse Weave,” which overcomes the weakness of sweatshirts, shrinkage, was born. In 2018, it was exhibited at the Museum of Modern Art, New York, and has been creating items that have been loved for a long time.

　In 1968, the company will expand the product lineup for women, and will develop uniforms and sports bras for athletes.1980Many celebrities, hip hop and punk musicians have worn it since the late 1980s,Even today, crews and teams around the world have been accepted in various places.

Susan Hennike, the North American President of Champion, said that the 100th anniversary of the brand,OldestAuthentic brandsOne ofis. Among them, it has grown as a brand that successfully combines heritage and modern things. Consumers also value our history and stories and love brands. In addition, from the history so far, sports have a very deep relationship, but from there it has been dropped into lifestyle, a very unique positionBrandI think. " "In the United States,generationZGeneration is the main target. There are many parents and champions who use it, so there is a feeling of "wearing with family". "Reverse weaves are still bestsellers," he said. "In the future," innovation "will be a keyword while protecting the heritage, and" diversity "is important. Not only mass sports, but also BMX and skating I would like to spread the champion brand more widely, such as street scenes such as boards, e-sports, etc. "

　This year is also an anniversary year, and the multi-faceted `` For the Team '' exploring the meaning of `` champion '' as a team in 2019 and what it means’（For the team) "global campaign.

　So far, we have formed partnerships with the French soccer league Le Ballon, the basketball team Beach Side Ballers in Sydney, the dance team Choreo Cookies in San Diego, and the NBA 2K League e-sports. Partnered with Luka Sabbat, a fashion icon. Luca draws inspiration from the work of young people selected from Art Start, a non-profit organization whose champions are philanthropically affiliated, and uses her own apparel on the canvas as a limited edition. The original work was produced.

　On November 13 (local time), a special event commemorating the anniversary will be held at a flagship shop in NY. In the event, a show that tells the story of the brand, suitable for the 100th anniversaryーThe case, as well as the NBA 2K League, The Harlem Globetrotters, and Choreo Cookies, contracted this year, performed at the event. The event also saw Luka Sabaat, a partner in a new global campaign.

The "champion" has branding deeply rooted in lifestyles such as art and street scenes, not limited to sports. We will open a new page for the next 100 years as a brand loved by young and adult generations.

▪︎"Champion" 100th anniversary special page