Champion, originally founded as the Knickerbocker Knitting Company in 1919 by the Feinbloom Brothers, started as a small sportswear business in Rochester, New York. By 1926, the brand had partnered with Wentworth Military Academy to supply school uniforms, marking the beginning of its long-standing association with athletic apparel. In 1934, Champion collaborated with Moe’s Sport Shop and the University of Michigan, pioneering the concept of collegiate-branded sweatshirts and introducing the first-ever hooded sweatshirt for athletes to use between games and training sessions.
Breakthroughs in Sportswear (1938-1960s)
Champion revolutionized sports apparel in 1938 by patenting the Reverse Weave Sweatshirt, designed to combat shrinkage from frequent washing. This innovation quickly gained popularity among sports teams across the United States. In 1950, Champion introduced modern physical education uniforms, which became the standard for American schools. By 1956, the brand unveiled its now-iconic “C” logo, which was prominently placed on the left sleeve of its sweatshirts.
Champion continued innovating with the nylon mesh jersey in 1967, which was initially created for football players but later expanded to basketball, becoming an industry standard. In 1968, the company expanded its focus to women’s athletics, introducing stylish, mix-and-match PE uniforms, a market it has supported ever since.
Champion’s Rise in Professional Sports (1970s-1990s)
During the 1970s and 1990s, Champion solidified itself as a powerhouse in professional and collegiate sports. It became the official uniform provider for several NFL teams and later for all NBA teams in the 1990s. The brand also manufactured uniforms for major college teams and supplied Notre Dame’s football uniforms for over 50 years. However, this partnership ended in 2001 when Notre Dame signed a deal with Adidas.
One of Champion’s most iconic moments came in 1992, when it was chosen as the official outfitter of the U.S. Olympic basketball team, famously known as the “Dream Team.” The brand continued to dominate sports apparel, outfitting the NBA All-Star Glen Rice and providing kits for Premier League team Wigan Athletic and the Wales national soccer team in the early 2000s.
The Evolution into Streetwear & Global Expansion (1980s-Present)
Starting in the late 1980s and early 1990s, Champion gained massive popularity outside the sports world, becoming a streetwear staple in hip-hop and punk music culture. The brand’s signature Reverse Weave Hoodie was even displayed in the Museum of Modern Art (MoMA) in 2017 as part of an exhibition on fashion’s influence on modern society.
Champion continued its global expansion in the 2010s, relaunching its Reverse Weave Sweatshirt in 2012 and opening flagship stores in London and Amsterdam in 2017. The brand also celebrated its 100th anniversary in 2019 by launching campaigns that highlighted its deep connection to sports and team culture. Collaborations like the Champion x Cloth Surgeon collection fused classic collegiate styles with modern tailoring, further solidifying Champion’s influence in contemporary fashion.
Ownership Changes and the Future (2024)
In June 2024, Hanesbrands announced the sale of Champion to Authentic Brands for $1.2 billion, completing the transaction on October 1, 2024. Champion’s team apparel division, CHAMPION TEAMWEAR, is now operated under Unrivaled Teamwear, which also partners with Under Armour for licensed team apparel.
Champion’s Lasting Legacy
Champion’s journey from a small knitting mill to a global leader in sportswear is a testament to its innovation, quality, and adaptability. Whether through pioneering the hoodie, Reverse Weave technology, or professional sports partnerships, Champion has continuously evolved, staying relevant across generations. Today, it remains a cultural icon in both athletics and streetwear, proving that true champions are defined by their ability to adapt, innovate, and inspire.
Brand Champion Official Website: www.championstore.com