Champion has officially opened The House of Champion, a new flagship store of about 890 square metres in the heart of Milan, Italy, cementing the sportswear brand’s lifestyle push in Europe.
A Five-Level Home On Via Torino
The flagship is located at Via Torino 19, one of Milan’s busiest commercial streets linking Duomo with the city’s youth and nightlife districts, and is described as the brand’s first full flagship in the city. The new Champion space spans roughly 890 square metres across multiple levels, combining retail areas, a dedicated showroom, and office spaces to manage brand and market activities from under one roof.
Editorial coverage notes that the store layout is carefully planned to guide visitors “harmoniously” through the Champion universe, with floors dedicated to menswear, womenswear, kids, collaborations, and customisation. This multi‑level format gives the brand room to present core icons, new collections, and limited projects in distinct but connected zones.
The House Of Champion Concept
Branded as “The House of Champion”, the store is conceived as an immersive journey through more than 106 years of Champion history, with design cues drawn from gyms, locker rooms, and arenas. Raw materials, industrial finishes, and warm woods create a narrative path through key milestones in Champion’s heritage, blending sports nostalgia with a contemporary, fashion‑forward mood suited to Milan.
Inside, visitors find a strong focus on lifestyle storytelling, from archive references to modern graphics and collaborations, positioning The House of Champion as a brand museum, retail space, and creative lab in one. Visual merchandising and architecture are used to link performance roots with streetwear relevance, reflecting Champion’s evolution from athletic supplier to global style player.
C3 Community Custom Culture
A core pillar of the concept is C3 – Community, Custom, Culture – a framework Champion will use to program activities inside the flagship. Italian reports say the store will host workshops, DJ sets, indoor sports events, and high‑intensity training sessions, turning the space into a live hub for athletes, creatives, students, and young professionals in Milan.
Customisation also plays a key role, with a floor dedicated to special projects and personalisation where fans can tweak graphics, colours, and details to create one‑off pieces. This emphasis on co‑creation is designed to deepen emotional connection with the brand and differentiate The House of Champion from standard mono‑brand stores.
A Strategic Milestone For Champion In Europe
Chris Fenn, CMO Champion Group Europe shares, “This launch marks an exciting evolution for Champion… We see this store constantly evolving and challenging the boundaries of what Champion can be,” marking an important chapter in its European retail and lifestyle strategy. Choosing Milan—renowned for fashion and design—as the launchpad for The House of Champion signals the brand’s ambition to compete more directly with other sports‑lifestyle players on one of Italy’s most visible shopping streets.
Local coverage frames the opening as a repositioning move: a premium, experience‑driven flagship that reinforces Champion’s authenticity while amplifying its cultural footprint in a market where consumers expect retail to offer much more than racks and cash desks. With doors open seven days a week in such a high‑traffic location, The House of Champion gives the brand a powerful physical stage to showcase collections, collaborations, and community‑driven storytelling in Milan.
