October sees global athletic giant Champion mark the 70th anniversary of their iconic Reverse Weave Sweatshirt. To commemorate the milestone, the brand is transforming their flagship Soho, London store into a 50s diner-inspired pop-up from Friday October 14th – Sunday 16th. Visitors will be treated to free milkshakes & customers given the opportunity to purchase a limited edition 70th anniversary Reverse Weave sweatshirt for the original 1952 price.
Patented in 1952, Champion’s Reverse Weave technology was the ground-breaking construction technique that prevents shrinkage by flipping the fleece upright and cutting it on the cross-grain. The idea for Reverse Weave was born from the concerns of American football coaches when washing athletes’ apparel and is considered worldwide as the most iconic piece in the Champion collection.
To celebrate the anniversary of Champion’s pioneering creation, the brand will be transporting customers back to the 1950s. The Brewer Street store will be transformed into a 50s diner-style venue complete with black & white television set-style screens covering the front windows. Inside the public will see a full re-fit of checkerboard flooring, red & chrome diner seating, 50s iconography and memorabilia ladening the walls, as well as a selfie photo booth mirror with print outs in store.
Additionally, Champion will be installing a 50s-style milkshake bar from Mr Flavour serving themed drinks including the aptly named Breakfast of Champions, Dream Team, Slam Dunk & Touchdown all relating back to the sports-heritage of the brand.
To top it all off, Champion will be producing a finite number of limited-edition 70th Anniversary Reverse Weave sweatshirts. Customers will be able to purchase this sweatshirt for the price they were originally sold at back in 1952 from Friday 14th- Sunday 16th October, for purchases made over £20.
