Champion Europe Taps Loyle Carner for “Fabric of a Champion” Campaign

Champion Europe’s latest Fabric of a Champion campaign tells a story of legacy and transformation through a collaboration with artist and musician Loyle Carner. At its centre is a short film, developed by Manchester-based creative agency Nynex, which traces the Champion brand’s journey from functional athletic wear in the 1930s to the staple garments as the cultural symbols of today.

Carner’s role in the campaign feels intrinsically tied to Champion’s ethos: a bridge between personal memory and cultural legacy. His connection to the brand is both nostalgic and forward-thinking, rooted in its enduring presence during his formative years and its capacity to adapt while remaining relevant.

Carner’s narration lends the campaign a nuanced gravity; mirroring the evolution of Champion’s clothing from pure utility to cultural permanence. Known for his ability to distill deeply personal experiences into universal reflections, Carner is a natural partner for this exploration of legacy and renewal. “Champion was always part of the culture I grew up in,” he shares. “The words we chose were about honoring that continuity—about what it means to carry history forward.”

The hoodie, one of Champion’s most recognisable contributions, anchors the campaign’s narrative. Originally designed to keep athletes warm on the sidelines, it quickly transcended its utilitarian roots to become a symbol of self-expression and cultural defiance. Similarly, the Reverse Weave sweatshirt, patented by Champion in the 1930s, was a product of necessity. In response to shrinkage caused by industrial laundering, Champion innovated by flipping fleece on its side and cutting it cross-grain. Practicality came first. Durability followed. Culture arrived, slow at first, then suddenly. For decades, this unique construction has been the foundation of the brand’s sweatshirts and hoodies, garments built to endure both time and trend.

What started as a functional design became a cultural artifact—for decades, Champion’s hoodies and sweatshirts have been embraced by subcultures ranging from skaters to hip-hop artists, embodying the brand’s broader narrative of garments built for endurance, reimagined by culture, and redefined over generations as emblems of individuality and community.

This campaign and collaboration invites audiences to view Champion’s sweatshirts and hoodies as markers of time, movement, and evolution; with Carter’s narration highlighting how Champion’s clothing have become vessels for personal and collective stories, transcending movements and generations. The hoodie’s trajectory mirrors the ways people adapt, reimagine, and reclaim everyday objects as tools of self-expression.