(Image by Bima Utomo)
Foundation & Early Years
In 1919, two brothers by the name of Feinbloom started a sportswear company called Champion after becoming frustrated with the inconsistent and makeshift quality of athletic clothing available at the time — particularly within their favourite sport, American football.
During the 1920s, Champion partnered with a local college football team in Michigan. Players appreciated the quality and fit of the garments, while coaches valued the affordability. Word quickly spread, and before long, coaches from across the United States were requesting football strips and sweatshirts from the Feinbloom brothers.
By the 1930s, the company had been renamed Champion Knitting Mills Inc. Their product range focused primarily on t-shirts, sweatshirts and socks. Universities soon began printing their emblems onto plain Champion sweaters, turning them into official college merchandise.
Not long after, even the US military adopted Champion sweatshirts for winter drills and PE classes because of their warmth and durability.
Innovation
Champion’s influence on sportswear goes far beyond logo hoodies and sweatshirts. The brand has consistently been one of the most innovative names in athletic apparel.
In 1938, Champion applied for a patent for what would later become their famous Reverse Weave technology. Due to the Second World War, the patent was officially granted in 1952. Reverse Weave changed the way sweatshirts were made, helping prevent shrinking after washing — something coaches and athletes had long been frustrated with.
Champion had already introduced the hooded sweatshirt during the 1930s for labourers working in cold conditions. But in the 1970s, the brand began supplying hoodies to basketball teams for use during practice and on the bench. From there, the hoodie evolved into one of the defining garments of modern streetwear.
The company also pioneered:
- reversible sports jerseys
- breathable nylon mesh basketball shirts
- and even the first ever sports bra in 1977
The sports bra was reportedly created by sewing two jockstraps together, adding straps and an elasticated band — a simple idea that had a major impact on women’s sportswear and athletic comfort.
Champion & Basketball Culture
Basketball played a major role in Champion’s rise.
From 1989 to 1997, Champion served as the official NBA jersey outfitter, producing what many still consider some of the most iconic basketball jerseys ever made. During this era, basketball apparel began crossing over into mainstream streetwear culture, with oversized jerseys, hoodies and sportswear becoming everyday fashion staples.
Champion sat right at the centre of that shift.
Champion in 90s Culture
The 1990s belonged to Champion.
Everyone wore it — skaters, hip hop fans, athletes, students and casual wearers alike. Champion hoodies and sweaters became essential pieces within both sportswear and streetwear.
Champion global ambassador Manny Martinez once claimed that stores could place a box of hoodies in the middle of the shop floor and they would sell out before staff even had time to hang them up.
At the time, Champion represented something simple:
- comfort
- quality
- effortless style
Decline & Revival
After losing the NBA licence in 1997, Champion gradually faded from mainstream fashion relevance.
Between the early 2000s and around 2014, the brand was often viewed as a cheaper alternative to larger sportswear names like Nike and Adidas.
But fashion moves in cycles.
As vintage clothing and 90s streetwear culture exploded online — particularly through resale platforms and social media — Champion quietly began making a comeback. People started rediscovering older pieces for their heavyweight quality, minimal branding and authentic sportswear aesthetic.
Champion recognised the renewed interest and leaned into it.
Collaborations with brands like Supreme and A Bathing Ape helped push the revival even further, introducing the brand to a new generation of consumers.
What was once seen as a forgotten sportswear label suddenly became desirable again.
Champion Today
Today, Champion sits in an interesting position within fashion.
It still carries its sportswear heritage, but it also holds strong relevance within vintage streetwear culture. Older Champion pieces — especially Reverse Weave sweatshirts, NBA jerseys and 90s hoodies — remain highly sought after.
The appeal comes from authenticity.
Champion wasn’t created as a fashion brand trying to imitate sportswear — it helped build sportswear culture itself.
Final Thoughts
Few brands have experienced a revival quite like Champion.
From college sports and military training gear to NBA courts and vintage streetwear culture, the brand has constantly evolved while maintaining its identity.
And as vintage sportswear continues to grow, Champion remains one of the defining names behind it.
Read more about vintage sportswear on The BV Edit
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