CHAMPION OPENS MILAN FLAGSHIP STORE

Champion

Champion

Champion

Champion

Champion

Summary:

• Champion opened its first flagship store in Milan at Via Torino 19 on December 9, 2025
• The 890-square-meter space includes three retail floors plus offices and a showroom
• The store integrates the C3 concept (Community, Custom, Culture) with workshops, DJ sets, and training sessions

Champion opened its first flagship store in Milan on December 9, 2025. The location sits at Via Torino 19, in one of Europe's busiest commercial districts.

The store occupies 890 square meters total. This includes retail space, a showroom, and offices. The retail area spans three floors with 500 square meters of gross space and 246 square meters of net selling area. Two upper floors house offices and the showroom. These areas remain closed to the public.

The ground floor displays the men's collection. The first floor holds women's and children's products. The second floor features collaborations and a dedicated space for special projects and garment customization. The layout guides visitors through the brand's product range in a structured flow.

The design draws from the brand's 106-year history. Materials include weathered wood, raw metal, industrial flooring, and bold colors. Steel elements and athletic references appear throughout. The approach creates a warm space that connects industrial surfaces with essential details.

Chris Fenn, Chief Marketing Officer, described the opening as part of the brand's evolution. He noted Milan's role as a dynamic city that aligns with the brand's direction in sport and style. The store will operate as a flexible space that evolves over time.

The location functions as more than a retail outlet. The store incorporates the C3 concept, standing for Community, Custom, Culture. This framework supports programming that includes creative workshops, community events, DJ sets, and high-intensity training sessions. The space aims to connect with Milan's culture and serve as an active meeting point.

Product selection covers classic items and recent collaborations. The range targets athletes, creative professionals, students, and young workers. The store positions itself for what the brand calls "challengers", people who shape sport, style, and culture.

Champion started in Rochester, New York, in 1919. The brand introduced the Reverse Weave sweatshirt and the hoodie. The "C" logo identifies its products. The brand built its reputation through university teams and international sports stages. Collections today focus on comfort and timeless design.

The store operates Monday through Sunday from 10:00 to 20:00. The Via Torino location marks the brand's retail presence in Milan and represents a physical space for customer engagement beyond standard transactions.

The flagship serves as a test for how the brand approaches retail. The emphasis on community programming and flexible space design distinguishes this location from traditional stores. Milan's commercial environment and cultural activity made it the choice for this retail model.

The store's material palette and design elements reference the brand's sportswear origins while adapting to current retail expectations. The integration of customization services and collaboration displays reflects strategies other sportswear brands have adopted in flagship locations.

Champion expects the space to develop with new programming and community connections over time. The store represents a retail approach that combines product sales with experiential elements and community interaction.