Want to know the history of the Champion sports brand and origin of the hoodie? Look no further than Champion Europe, which has launched a new promo campaign entitled ‘Fabric of a Champion’, with a film starring English musician/artist Loyle Carner.

The ‘Fabric of a Champion’ tells the story of the brand’s pioneering Reverse Weave sweatshirts and invention of the ‘hoodie’ from American colleges through to modern street culture. 

The film’s written and narrated by Carner with his “his effortless, spoken-word delivery… weaving the origin of Champion and its fabric through time”.

For instance, we’re told Champion invented the hooded sweatshirt in the 1930s which was originally developed as a warm-up or ‘sideline’ garment to keep athletes warm. 

And from the 1930s to today, Champion’s premium sweatshirts and hoodies are underpinned by ‘Reverse Weave’ engineering, “a premium design construction technique that prevents shrinkage by flipping the fleece upright and cutting it on the cross-grain”.
 
The Fabric of a Champion film, which was created by Manchester-based Nynex, alongside Champion, is the brand’s first pan-European brand campaign while it also coincides with Carner’s release of a new single ‘Colourblind’.

Carner said of the campaign: “Champion has been very present in the culture I grew up around. With the words, we were trying to say how it feels to be a link in that chain. If the only constant is change, you’ve got to evolve or be extinct.”