Champion Athleticwear recently held a grand opening event at the brand’s new retail location in New York City. The second specialty store is located at 434 Broadway in the SoHo neighborhood which is known for its fashion, arts and entertainment scene. The 4,500 space will feature onsite customization, one-of-a-kind Champion items as well as on-demand tailoring services.

“In today’s retail landscape, it’s vital to create a direct connection with our consumers,” said Susan Hennike, president of Champion Athleticwear. “With the brand’s 100-year anniversary approaching, being able to celebrate Champion’s rich history while providing a seamless customer experience makes this the right time and place for Champion to continue expanding our retail presence. Our New York store will have the most comprehensive assortment of Champion product assembled anywhere in the U.S., making it the ultimate destination for our shoppers.”

The store’s official grand opening will take place this Saturday, August 25th.