The resurgent Champion brand has chosen the bustling La Brea district in Los Angeles as the location for its first U.S. retail store. It features onsite customization that allows shoppers to design one-of-a-kind Champion garments made on-demand and tailored to their preferences. Hanesbrands says that Champion selected Los Angeles for its first step into the retail space because of the city's global influence in art entertainment, fashion and sport. The store's design is inspired by Champion's sportswear heritage, which stretches back to 1919, but is reinterpreted in a modern way. Reclaimed basketball court hardwoods, gym lockers and metal mesh have been used as decoration throughout the location. Champion has been enjoying a resurgence in recent years with its latest collections embraced by models and social media stars such as Gigi Hadid and Kylie Jenner.

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