How Champion is redefining retail with new Manchester concept store
Champion, the century-old athleticwear brand that invented the hoodie, is reimagining how consumers experience sports retail. The brand has unveiled a new stripped-back concept store at Manchester Arndale.
The 1,980 sq ft space, Champion’s first UK store built around this stripped-back concept, goes beyond product. Designed as part retail hub and part cultural space, it aims to foster community through creative workshops, local collaborations and workout sessions.
Champion’s new concept is described as a "raw, no-fuss retail experience" inspired by the aesthetic and functionality of old-school gyms. Think rolling racks, safety cages and raw steel fixtures, drawing on the utilitarian roots of athletic culture.
By combining its heritage in sportswear with the cultural energy of Manchester, the 1919-founded sportswear brand is embracing what it calls the "next generation of challengers" - a demographic motivated by creativity, collaboration and active self-expression. As part of this strategy, Champion called on David and Victoria Beckham’s second son, 22-year-old Romeo, to front its Reverse Weave sportswear campaign. Other cultural icons featured in the campaign include Australian rapper and singer The Kid Laroi, and American former artistic gymnast and two-time Olympian, Aly Raisman.
The store opening reinforces Manchester Arndale’s growing status as a northern powerhouse for fashion and lifestyle flagships. The centre has recently welcomed Alo Yoga, Arc’teryx, ProDirect and XtraFit, establishing itself as a destination that blurs the lines between retail, fitness and culture.
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"Champion’s decision to launch its new concept here is a clear endorsement of Manchester Arndale as a thriving city centre destination where retailers want to be and customers want to shop," said Steve Gray, Head of European Retail Asset Management at Global Mutual.
The launch comes amid a broader wave of experiential retail concepts in the sportswear sector. Nike has expanded its Nike Live and Nike Rise formats, meanwhile, Footlocker recently opened its 'Re-imagined' store concept with a “next level retail experience".
