US athletic and lifestyle brand Champion, now owned by Authentic Brands, has launched a shop-in-shop concession within Selfridges London. 

The ‘Designer Studio on the Third Floor’ space, which dovetails with the store’s ongoing celebration of sport this summer, features a curated collection of the brand’s “most elevated product”, inspired by Champion’s archives, as well as a selection of exclusive pieces available only at Selfridges.

To celebrate the launch, Champion is working with local creatives/creators, partnering with London-based craftsman and artist CurrieGoat to design a limited-edition series of bespoke artwork patches that can be used to customise and personalise Champion pieces.

Just 100 of the exclusive badges have been released and will be briefly available at the store until 29 June. Purchases include a free embroidery service.

The store will also feature a limited special offer from the brand’s original ‘Made in Japan’ and ‘Made in the USA’ capsules. 

Made using the original knitting machines and construction techniques central to Champion’s heritage, “these lines truly epitomise the nostalgia and craftsmanship, featuring vintage throwbacks & re-takes on classic hoodies, sweatshirts, and t-shirts”, Champion said. 

Other collections, such as it Index + Archives, will also be showcased. 

Apart from the store, Champion has also taken over Harry Gordon’s Bar & Kitchen on the lower ground floor for July and August. It will celebrate vintage Americana, Champion’s sports heritage, and the store’s ‘Summer of Sport’.

Lorenzo Moretti, president EMEA at Champion, said of the Selfridges venture: “This is the long-awaited union of two brands who were born more than 100 years ago, but are very much a critical piece of the fabric of London in both fashion and culture today.

“We are proud of the many firsts that we have created as a brand including designing the first ever hoodie, developing the first breathable mesh fabric for basketball uniforms and the first sports bra, this store will offer exactly what our customers have come to expect from Champion as well as some surprises from pieces curated from our collections across the US, Europe and Japan.”

Earlier this month, Authentic acquired Champion in a deal valued at $1.2 billion (£940 million).

Authentic said it plans to convert Champion into a licensed model and is in discussions with potential operators to manage its manufacturing, physical retail, e-commerce and wholesale operations.