Renowned sportswear brand, Champion, recently revealed the reimagined design of its flagship store located in Chengdu’s Yingjia Plaza, China. The refurbished two-story establishment beautifully integrates Champion’s established American roots with the traditional bamboo-weaving artistry inherent to Chengdu.
The ground floor of the store is effused with textures inspired by bamboo, complementing the brand’s trademark collegiate and sporty themes. This strategic integration of bamboo textures illustrates Champion’s commitment to incorporating Chengdu’s cultural essence into its retail spaces.
The upper level of the store incorporates an interactive model, highlighting a two-story sweatshirt exhibit and a DIY zone. The latter allows customers to partake in bamboo-weaving activities, such as making coasters, exemplifying the city’s rich artisanal history.
Champion’s store redesign embodies the brand’s endeavour to adjust its retail spaces to reflect local culture whilst preserving its trademark Reverse Weave sweatshirt technique, a crucial component of the brand’s legacy. The Chengdu location serves as one of the first instances of this innovative approach.
Established in 1919, Champion has been steadily revising its retail tactic in China to offer more interactive, culturally-embedded experiences. The Chengdu flagship is anticipated to serve as an archetype for future store revamps as the brand progressively aligns its global identity with local relevance.
In the previous year, Champion was acquired by Authentic Brands Group from HanesBrands for a staggering US$1.2 billion, indicating the company’s persistent emphasis on broadening its influence in prime markets, including China.
What is the unique aspect of Champion’s renovated flagship store in Chengdu?
The store’s redesign blends Champion’s American heritage with traditional elements of Chengdu, particularly bamboo-weaving.
What interactive features does the store offer to customers?
The store contains a DIY area where visitors can engage in bamboo-weaving activities, such as making coasters, reflecting Chengdu’s artisanal heritage.
What strategy is Champion adopting for its retail spaces in China?
Champion is focusing on providing more interactive experiences that are grounded in local culture, while maintaining its global identity.
