They're also doubling down on the brand's core design principles and egalitarian vibe.

In 2019 Champion turns 100, and its creative team is making full use of the brand's deep history. You see people wearing it because it's Champion. When you see Kylie Jenner wearing the brand on her own, it's not because it's a collab. Not that we don't appreciate them, but now is when the brand can live on its own. The brand doesn't actually need collabs right now. Now, Martinez says, 'I think we're in a golden hour. Because that's what I always believed the brand was. My whole thing was to take it from an urban phenomenon to pop culture. 'I came in to Champion 12 years ago as an intern. 'It was a plan that started almost 12 years ago,' he says. According to Martinez, that's no accident. In certain corners of the style world, Champion seems almost as ubiquitous as it was during its heyday. What is surprising is how well the brand has been able to leverage this new surge of interest into one of the most impressive comebacks of any label in recent memory. The market had fragmented into a thousand pieces, each of which was tended to by a host of new athletic companies catering to niche clientele.Īnyone who watched '90s nostalgia swallow the fashion world whole could have guessed years ago that Champion was due for a revival, so it was no surprise to see its iconic logo start popping up recently on fashion-forward media stars and trendsetting Instagrammers. After the brand's peak around the turn of the millennium, people weren't exactly mobbing stores for Champion sweats anymore.

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