Brand History - Champion

Team DDV — June 28, 2022

Many brands that were popular in the 90s experienced a sharp decline in popularity in the 2000s and 2010s. A good example is the brand Starter, which dominated streetwear back then with its jackets and caps - you can find out more here!

Another brand that experienced a similar decline but is already back on its feet and has re-established itself as a major brand is Champion. From the last Walmart corner, where it was just a shadow of its former self, to collaborations with giants like Supreme, Rick Owens, Vetements, and many other well-known names, Champion's comeback was unlike any other.

Supreme x Champion (2015)

But let's start at the beginning - Champion was founded in 1919 as "Knickerbocker Knitting Mills" by Simon Feinbloom and his two sons William and Abraham in Rochester, New York. Champion quickly became one of the first well-known names in sportswear and found its direct competitors in Russell Athletics, the inventors of the sweatshirt.

In 1926, Champion partnered with the Wentworth Military Academy, providing their school uniforms, making them the first team ever sponsored by Champion. In 1934, Champion, together with the University of Michigan, introduced sweatshirts and t-shirts for colleges and other higher education institutions. This clothing line revolutionized college apparel and also included the first hoodie ever. Originally developed as a warming garment, the hoodie is now one of the most iconic pieces of modern fashion history. Due to its high quality, it wasn't long before athletes and non-athletes across the USA wore Champion apparel.

Champion Catalog (1953)

Name Changes and Inventions

Originally founded as "Knickerbocker Knitting Mills," the company was renamed "Champion Knitting Mills Inc." in the 1930s. In the 1950s and 1960s, the company was called "Champion Knitwear Company" and only received its current name "Champion Products" in 1967. Over the years, the company not only delivered high-quality products but also invented a number of modern pieces and clothing technologies. These include, for example, the aforementioned hoodie and the characteristic Reverse Weave technology, both invented in 1934, as well as the first sports bra in 1977.

Of course, the brand also had a strong connection to major US leagues, as it supplied many teams (especially in the NBA and NFL) with its clothing. From 1989 to 2001, Champion was even the official outfitter for all 27 NBA teams and supplied the legendary 1992 Dream Team as well as the first 1996 Women's Dream Team with sportswear.

The starting five of the 1992 Dream Team

The 1996 Women's Dream Team

However, at the end of the 90s, the brand's popularity began to decline sharply. In 1989, Champion was bought by the Sara Lee Corporation, and at the beginning, the acquisition actually gave the sportswear brand a small boost in terms of expansion and distribution. But over the years, SLC began to focus on other industries again and paid little attention to Champion.

In the 2000s, more and more brands similar to Champion emerged, making it difficult for the brand to keep up with trends. These and other factors led to Champion items ending up in the back corners of Walmart stores, which ultimately stripped the brand of even more of its appeal.

The Big Comeback

And then 2017 arrived, and suddenly Champion was everywhere again. Its comeback also had similar effects on other brands like Fila, Kappa, or Ellesse, but none of them were able to capitalize on the hype like Champion. In addition, the athleisure trend of recent years certainly contributed to Champion's return to the forefront.

The iconic "C" logo that we all know and love was introduced in 1956 and has been on the left sleeve of every sweatshirt ever since. But since the brand is more than 100 years old and has had not only different logos but also names over time, there are also many different size tags that can be used to determine the age of a (vintage) Champion piece. Below we have compiled an overview of the size tags for you! Please note that regular Champion items and "reverse weave" items may have different labels. All information in the list is without guarantee, and the list does not claim to be exhaustive.