The Evolution of a Brand By: Madison Schulz What goes around comes around, and in the fashion industry, it’s no different. Once a staple in college bookstores, Champion’s popular fleece sweatshirts and sweatpants are now seen being sported by some of the biggest names in pop culture, including Kylie Jenner, Rihanna, and Chance the Rapper. Champion’s athleisure branding brings us back to our roots, guiding us into the realm of working-class fashion. It’s a brand that is seen both in high-fashion on the runway and around campus while walking to class. The brand made its debut in 1919 and has been a prominent staple of every generation throughout its lifespan of nearly 100 years. Champion more recently renewed itself as the musthave brand of millennials, though it has always been a favorite with younger generations. The brand was started by two brothers from Rochester, New York who took their passion for sportswear and began creating products for Michigan University. Word about the brand traveled fast, and the Feinbloom brothers were soon shipping out their products to the military for use in their P.E. classes. The royal blue and scarlet red “C” logo was first seen stitched onto the bottom left sleeve of their sweatshirts in 1950, and Champion made history within the fashion industry with their hooded sweatshirts and double-sided t-shirts in 1970. Although Champion acts as a staple for a range of sports teams, including all twenty-seven NBA teams, the athletic brand has made its way back to the top of the fashion food chain. How did this brand go from one of the most well-known brands in realm of athletic wear, down to the racks of Walmart, and in recent months, back to the top of the fashion industry? The answer is simple: what is trending now will sell, no matter where it came from
or how long the company has been around for. Champion brings us that feeling of nostalgia that we do not find often within the clothes we wear. It’s no shock that vintage clothes are the new trend, and although Walmart still sells Champion, higher-end stores such as Urban Outfitters sell the better quality, reverse-weave items that are popular now – but for higher prices. The brand was once known as having close ties to the working-class society, which is most likely why we used to see it in discount stores such as Walmart. However, with working-class attire being a major influence in today’s fashion industry, it’s no wonder that we are seeing the clothing once again returning to the shelves.
ONE Champion was founded in 1919, specializing in collegiate sports apparel. Champion has dressed football, basketballm, baseball teams, and more, even after its popularization as street apparel. The comapny has partnered with the National College Athletic Association (NCAA) and the National Football League (NFL). TWO Champion patented their reverse-weave technology in 1952 after fifteen years of development. The reverse-weave line is still extremely popular today, sold at stores like Urban outfitters. THREE Champion reamins one of the most popular athlesiure brands today, maintaining the same style and technology as thirty and fourty years ago. The brand appeals to many people due to the versatility of their clothing, whether referring to affordability or to style.
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“It’s a brand that is seen both in high fashion on the runway and aroud campus walking to class.” The clothing companies producing today’s high-end and street fashion have been drawing on past trends for many seasons now, making it no surprise that people have taken the step towards wearing retro athleisure brands. Champion brings us back to simple times, in which no-nonsense, comfortable clothes were celebrated. Its sweatshirts, sweatpants, and small, royal blue and red logo gives us that feeling of nostalgia that is often found in the past fashion trends that have made their way back to the top.
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