The iconic Champion logo is a symbol that transcends sportswear and has become synonymous with athletic excellence and street style. It stands out as a highly recognisable symbol in the realm of athletic apparel. Originally established as the Knickerbocker Knitting Company, the brand swiftly transformed into a powerhouse in textiles and footwear. The emblem reflects an embrace of new technologies and contemporary design. Its iconic signs convey the efficacy of Champion’s clothing in providing warmth and safeguarding athletes from hypothermia.
The brand’s logos have undergone a notable transformation, and feature two drastically different designs. The early version was characterised by intricate lettering and complex graphics, essentially a detailed illustration. In contrast, the latter version simplifies the emblem to just the company’s name. It signifies a shift from a multi-structured form to a more concise and minimalist representation. The article delves into the history and evolution of the Champion logo over the years.
The Genesis of the Champion Logo (1919 – 1960)
The original logo featured the image of an athlete gliding over the finish line – all in white. There is also a white tape that stretches across the chest of the athlete with his arms raised. The sports track below is indicated by white line. The elements are set upon a rectangular black background for better contrast.
At the top of these elements was the red wordmark “Champion” where the letters “C” and “h” were combined at the top. To the right of the black rectangle were the wordmarks “Processed” and “Sportswear” featured in black and red uppercase sans-serif typeface, respectively.
(1960 – Present)
The latest logo was designed in the year 1960 and it featured the brand name in a bespoke cursive handwritten style with the distinct letter “C”. It looked like an oval with a wide black strip in the middle and a red core inside.
Elements of the Champion Logo
Font
The lettering outside the iconic “C” in wordmark “Champion” bears a resemblance to an existing font, such as Monoment. However, the actual Champion logo font is a bespoke typeface crafted exclusively for the athletic brand.
Colour
The iconic nature of the Champion logo has prompted the development of numerous iterations over the years. The athletic-wear company has introduced various colour schemes for its logo to complement diverse product collections. For instance, the widely recognised blue Champion logo, colloquially referred to as the “red Champion logo” due to its frequent appearance on a vibrant red background, is familiar to many.
Additionally, black and white versions of the Champion logo are utilised in different branding materials and specific products. However, the official Champion logo predominantly features a dark blue word mark on a white background. The central line within the distinctive “C” mirrors the blue of the wordmark, with a red fill on the left and white on the right.
The History of Champion
Champion was established in 1919 in Rochester, New York, by the Feinbloom brothers under the name “Knickerbocker Knitting Company.” The company initially focused on producing high-quality sweatshirts and sweatpants for college sports teams. Its first major partnership was with the University of Michigan, which helped Champion gain recognition for its durable and innovative sportswear.
In the 1930s, the company was renamed “Champion Knitting Mills Inc.” During this period, Champion introduced several key innovations. These include creating a woollen underwear as a prototype for sweatshirts to cater to outdoor workers and athletes. Champion’s products were adopted by the U.S. Military Academy for use during training and physical education classes.
Champion became synonymous with innovation in sportswear. For instance, in 1938, it applied for a patent for its “Reverse Weave” technology, which minimized shrinkage during washing. The patent was granted in 1952 due to delays caused by the Second World War. In the 1970s, Champion popularized hooded sweatshirts (originally invented in the 1930s) as both functional sportswear and casual streetwear. This marked its transition from athletic gear to lifestyle apparel.
Champion reached its zenith during the late 20th century. It became the official outfitter for NBA teams from 1989 to 1997 and also provided uniforms for NFL teams and Olympic athletes. This era produced some of the most iconic sports jerseys. In 1977, Champion introduced the first-ever sports bra, thereby revolutionizing women’s athletic wear. The brand gained traction in hip-hop culture during the late 1980s and early 1990s.
After experiencing a decline in popularity during the early 2000s, Champion experienced a resurgence. It had collaborations with fashion brands and artists, which helped reintroduce Champion as a retro-chic brand embraced by millennials and Gen Z consumers. Besides, the brand celebrated its centennial anniversary in 2019 by emphasizing its heritage and core design principles.
However, recent years have brought challenges. Despite its renewed cultural relevance, sales have declined, which led HanesBrands (Champion’s parent company since 2006) to sell the brand to Authentic Brands Group in October 2024. Champion is credited with several groundbreaking contributions to sportswear, such as inventing the hoodie and sports bra, introducing Reverse Weave technology, and designing breathable nylon mesh jerseys for basketball.
Thus, from outfitting college athletes to becoming a streetwear icon, Champion’s journey reflects its ability to innovate while staying true to its roots. And despite market fluctuations, it remains one of the most influential names in athletic and casual apparel.
Interesting Facts About Champion
- In the 1930s, Champion created the very first hooded sweatshirt to help workers in cold warehouses stay warm. That hoodie eventually became a massive part of fashion, sportswear, and hip-hop culture.
- In the 1990s, Champion was the official outfitter for the NBA. So, players like Michael Jordan wore Champion gear during training and warm-ups.
- Champion invented Reverse Weave fabric in the 1930s, which was a super durable technique that prevented sweatshirts from shrinking in the wash.
- Champion was the official outfitter for the USA Olympic basketball teams, which includes the legendary 1992 “Dream Team” comprising basketball stars like Michael Jordan, Magic Johnson, Larry Bird, etc.
- In the early 2000s, Champion’s popularity dipped, and it became mostly known for budget clothing sold at stores like Walmart.
- Around the mid-2010s, streetwear trends and retro fashion made Champion cool again. Presently, one can see celebrities, influencers, and luxury brands collaborating with the brand.
- Champion was founded in 1919 in Rochester, New York, originally under the name “Knickerbocker Knitting Company.”
- Champion has partnered with brands like Supreme, Vetements, Rick Owens, Off-White, BEAMS, and Kith — blending luxury fashion with their classic sporty vibe.
Finally
The Champion logo and its iteration are evidence of its adaptability and lasting appeal. The logo has changed while remaining faithful to its origins, from its modest beginnings in the early 20th century to its current prominence as a worldwide streetwear symbol. It will be interesting to observe how the Champion logo develops going ahead and how sports, fashion, and culture converge in the years to come.