Athletic apparel brand Champion continues to enjoy its resurgence and recognition as a streetwear label. The brand is finally opening the doors to its first-ever U.S. store. The shop will be located in Los Angeles, California, at 123 South La Brea Avenue.

The Champion store in L.A. will feature a number of products and services including onsite customization, allowing shoppers to design one-of-a-kind Champion garments made on-demand and tailored to their specific preferences, limited edition drops, as well as regional collections.

“The global sphere of influence in Los Angeles with regard to fashion, art, sports and entertainment culture make it the perfect place for Champion to bring its iconic heritage and product stories to life,” said Susan Hennike, president of Champion Athleticwear. “In today’s retail landscape, it’s vital to create a direct connection with our consumers. The need to provide a seamless customer experience across all channels makes this exactly the right time and place for Champion to launch this exciting retail concept in the United States.”

“The store will showcase not only our iconic pieces, such as Reverse Weave, but also our heritage and key moments in time, further illustrating our brand’s unique identity,” added David Robertson, director of the Champion brand marketing. “We truly believe in our mantra that ‘it takes a little more to make a Champion’ and we’ve transformed this concept into a reality with this store.”