It seems only fitting for a brand with a 100-year-plus history to appoint a creative director who is an expert in vintage fashion. Champion’s European division has announced that, starting December 1, Maurizio Donadi will take on the role of creative director to “usher in a bold new era of innovation and design.”

Donadi’s arrival is set to mark a significant shift in the brand’s direction under the new ownership of US group ABG. Champion has already started to tap its rich archives with collections such as “Reverse Weave” and “Index+Archives,” even opening ad hoc boutiques to showcase these lines—most notably on Rue Saint-Honoré in Paris earlier this year.

Donadi is expected to accelerate this momentum. The Italian creative brings decades of experience in the fashion and denim industries, having held leadership roles at major brands like Benetton and Diesel in the 1990s. He later joined Armani in the early 2000s, where he served as vice-president, splitting his time between Milan and New York.

After his tenure with top Italian names, Donadi continued his career on the US fashion scene. In 2005, he joined Polo Ralph Lauren, where he developed “Double RL,” a line inspired by the vintage aesthetics of American workwear. In 2009, Levi’s tapped his expertise to lead its high-end lines, including “Levi’s Vintage” and “Made & Crafted,” which reimagined archival denim items.

In 2014, Donadi briefly returned to Armani before charting a new course. At 57, driven by his passion for sustainability and a personal collection of over 500 vintage denim items, he launched Atelier & Repairs, a company dedicated to transforming existing garments into one-of-a-kind creations. Building on this ethos, Donadi’s current venture, Transnomadica, is a digital platform that operates at the intersection of art and fashion, focused on repurposing obsolete products and unsold stock. In recent seasons, Transnomadica has collaborated with notable brands such as Dockers and Carhartt.

“We are excited to welcome Maurizio to the Champion family. His expertise and visionary approach to design will be a powerful asset to our brand, not only in terms of our product offering, but also across a number of key consumer touch points within our business,” said Lorenzo Moretti, CEO of Champion Europe. “We are confident that Maurizio will not only honour Champion’s unrivalled heritage but will also redefine the brand’s position within the sports and lifestyle sector. This appointment marks a significant step forward as we continue to push the limits of innovation and authenticity in every aspect of our business.”

Donadi’s appointment marks his return to a major fashion group. He will oversee the entire creative development of Champion’s product lines and seasonal collections, as the brand itself confirmed. As part of the leadership team, he will also bring his expertise to brand campaigns and collaboration strategies. Donadi will delve into Champion’s archives and explore the deep-rooted heritage of American sports and sportswear culture. The synergy between his creative vision and Champion’s storied legacy will undoubtedly be one to watch closely.