It is undoubtedly the summer of sport. From Wimbledon to the Paris Olympics, and various other championships in between, competition is everywhere.
US-label Champion has joined in on the fun 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.
Shop pieces from the Champion x Selfridges collection
Champion Brand-appliqué straight-leg high-rise cotton-blend trousers
Champion Brand-embroidered drawstring-waist cotton-blend jersey shorts
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Isabelle Knevett is the Fashion Features Editor at Women’s Health. With her keen insight into the worlds of both fashion and fitness, she explores their intersection to help women feel their best when they work out and do it in style. Transitioning from a career as a full-time dancer into the realms of fashion and media, she understands the importance of reliable activewear. Her work has been published across Marie Claire Australia, ELLE Australia, Australian Women’s Weekly, and more. When she's not writing, you'll find her in a dance class, or with her nose in a fashion mag.
