Champions Of Soho By James Massiah – Champion UK Store

Champion celebrates Soho with poet James Massiah

Champion is the original originator of American sportswear and will celebrate its 100 year anniversary in 2019. It has also been synonymous with London street style for decades. This summer, the brand commissioned a short film featuring celebrated spoken word poet and DJ James Massiah, taking us through the heart of London and exploring who and what defines it.

Soho, like the brand itself, has retained its edge and style throughout its history. It has allure and magic. It is a part of London that has reinvented itself decade after decade, from bohemia and vice to DJ hangouts and promo vinyl stores, neon, Italian delis, third wave coffee and maverick chefs. Massiah’s film takes us on a journey through its streets, as the poet gives us laser sharp insight into the locals who define the neighbourhood both young and old. These, as he shows and tells us, are the people who have made Soho what it is, and what it will be in the future.

Massiah is a man who is capturing the ear of a generation – he has performed his distinctive spoken word poetry at the Southbank Centre, Tate Modern, Queen Elizabeth Olympic Park and the Houses of Parliament.

But, is this Champion making a move and opening in Soho?

Champion, like Soho, stands for heritage – it is beloved, beyond trend and has never compromised. It is what it is, and it works with everything and every scene. At its heart is simplicity of style and a classic logo that has become a shorthand for design credibility. Its aesthetic combines athletic apparel, workwear and streetstyle, all at once. It is one of America’s most popular streetwear brands, and has attracted the most cutting edge collaborators from around the world.