Champion, 361 degrees of America
Champion’s red, white and blue semicircular three-color label makes many people mistakenly think that it is a French brand, but in fact it is an authentic American brand. Local sports brand. Although Champion has been worn by celebrities from all walks of life since last year and has become synonymous with fashion.
▲The newly opened Champion store in Soho, New York
But Champion’s biggest audience before was athletes and black poor people, and the main sales channels were also American supermarkets Casco and Wal-Mart, so everyone might be better off Got it.
A user on the Tianya Reddit in the United States posted, “When I was a kid, because my family didn’t have much money, I was laughed at by my friends for wearing Champion because it was from supermarkets.”
Champion, which has been established for nearly a century, has made great achievements in the past few decades. In the past year, I have been wearing real sportswear, which is high quality, affordable and easy to wear. In 1919, the Feinbloom brothers formally established Champion in Rochester, New York, USA.
KnitWear Co.
Having the courage to call himself “Champion” also illustrates Champion’s ambition in the sports world. After its establishment, Champion soon began providing training uniforms to the University of Michigan’s sports teams. After another ten years, Champion’s business developed to the U.S. Military Academy at West Point, where they provided clothing for physical education classes. After opening up the market, Champion also invented horizontal knitting technology to make their sportswear more durable and durable.
In this way, this brand, which initially only provided sportswear to universities, ushered in their first peak in the 1990s.
Since the 1980s, Champion has successively provided game uniforms to some NBA teams and NFL football league teams. So much so that at its peak, all 29 NBA teams wore uniforms with the Champion logo on the field to play.
Champion also sponsored the apparel of the U.S. sports delegation at the opening ceremonies of the 1994 Lillehammer Winter Olympics and the 1996 Atlanta Olympics. However, after that, Champion did not seem to invest in more professional sportswear like Nike, but instead transformed into a sports brand worn by the masses.
Then you may ask, why did a real sports brand become a trendy brand?
This is related to the rap circle in the 1990s.
Transformed into a trendy brand
Black rappers in the 1980s and 1990s were very fond of loose sportswear, but most people did not have enough money to buy famous brands, so Champion became It is one of the brands that everyone is chasing after. It is said that Champion’s popularity at that time was also very rough. When the clerk opened the box containing the clothes, everyone grabbed them to pay before they could hang them out. However, it can also be seen from the side that the sales environment of the brand was not very good at that time. .
