Champion is an American manufacturer of sportswear (hoodies, t-shirts, sweatshirts, leggings, shorts), footwear (sneakers, sandals), and accessories (hats, bags). It was founded in 1919 and today is a subsidiary of Hanesbrands, based in Winston-Salem, North Carolina. The founders of the brand are the Feinbloom brothers. Its place of origin is Rochester, New York. The total number of stores is 28.
Meaning and History
At first, a factory called the Knickerbocker Knitting Company climbed up on a contract with the Michigan Wolverines team (they made her uniforms). Then, in the 1930s, the brand was renamed Champion Knitting Mills Inc. and included sweatshirts in the assortment. Over time, her clothing became part of the military Academy students’ outfit and was intended for physical education.
In 1989, the Sara Lee Corporation bought the brand, and around the same time, the company began to sew uniforms for the NBA (throughout the 90s). Before that, the company made sportswear for the NFL (since the 70s). In addition, the firm has signed contracts with many major colleges for the supply of sports equipment. She was also entrusted with uniforms for American basketball players who participated in the 1992 Summer Olympics.
Today, the emblem of this brand can be seen on the sportswear of various foreign teams – from the Premier League to the English Wigan Athletic Football Club. Champion has also signed contracts with the Wales national football team, basketball players from Greece, and a professional basketball club from Italy. That is, the corporate logo of the textile company is well known both in the country and abroad. In total, there are two signs of visual identity in its history.
The Champion brand has only two emblems and radically different ones. The early version contains a lot of lettering and complex graphics (in fact, a full-fledged drawing), while the latter only presents the company’s name. This means that the modification of the visual identity sign moved from a multi-structured form to a laconic one.
1919 – 1960
The debut emblem was the image of an athlete crossing the finish line. This is evidenced by the tape that the athlete touches with his chest. His head is thrown back, his arms are raised, and his legs are high above the ground, which speaks of the runner’s great joy and high speed. At the bottom is the sports track, indicated by white lines. The athlete’s figure is also white. The background of the rectangular icon is contrasting – black.
There are several inscriptions at the top and to the right of the graphic sign. One of them is the brand name “Champion” with the original combined letters “C” and “h.” The second is the phrase “Processed sportswear.” All words are in a sleek sans serif typeface.
1960 – present
By the beginning of the 60s, the original emblem appeared, which is still used today. It is a coherent inscription made in a handwritten font with protruding tops of letters, reminiscent of a wavy line. This is because the manufacturers made a fabric label from the logo, which was embroidered on clothes. And since the embroidery machine makes the line inseparable, the text is coherent.
The designers removed the image of the runner, using a different graphic sign, which was developed based on the capital “C.” It looks both like a constricted pupil, an oval with a wide stripe in the middle, and like an American football ball. This idea came about thanks to the combination of “C” and “h” in the old logo when the leg of the second letter overlapped the first.
Font and Colors of the Emblem
In the first logo, the designers used a chopped typeface – smooth, even, and thin. In the second, they preferred a typeface from the handwritten category, which resembles Monoment.
If only red, black, and white prevailed in the early version of the emblem, then later dark blue was also added to them.