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Shoppers can customize athletic wear at this Champion store

Anne Stych
Shoppers can customize athletic wear at this Champion store

Customers can create their own personalized athletic wear look thanks to on-site customization services offered at apparel brand Champion’s fifth branded store, which opened in Philadelphia this weekend.  The entire second floor of the 3,040-square-foot space will be dedicated to customization, giving shoppers the ability to create unique Champion gear using a variety of colors, fonts and patches and by taking advantage of on-site embroidery services. The wallpaper is made of collages of vintage ads from the 100-year-old brand, a division of Winston-Salem, North Carolina-based HanesBrands Inc. (NYSE:HBI).   The space also highlights the local art community with a mural by Philadelphia artist Alloyius Mcilwaine, whose artwork also will be featured on tote bags and limited edition T-shirts, and a “yarn bombing” installation by fiber artist Ishknits.  The mural features icons like Philly cheesesteak and the Liberty Bell, and Ishknits created an installation of the city’s skyline completely out of yarn, Chain Store Age reported.