90s Nostalgia Revives Champion

Champion, and its century old logo, was dead in 2017, until it unexpectedly returned in 2018, hauling in $1.36 billion in business, up $1 billion from 2017. This is a result of a new craze in fashion: 90’s nostalgia. “The 90′s retro trend is very hot right now and Champion is at the center of it,” said Matt Powell, a senior sports industry analyst at NPD Group. Champion cultured their strategy on heritage, picking out classic, instantly recognizable 90’s apparel (ex. Reverse Weave sweatshirts), then refurbishing them for today. This, and partnerships with street wear brands Supreme and Off-White, has helped re-create exposure for Champion in profitable markets, allowing them to rise from the dead!