For iconic legacy brand Champion, every stitch tells a story. Their history runs deeper than many other heritage brands, rooted in sport, it has shaped collegiate culture and remains an iconic representation of classic Americana. For their AW25 collection, Champion draws inspiration from the soulful wanderer and the mystical paths weaving through the American Southwest. It’s a shared vision — capturing sun-drenched campuses, vast cerulean skies, and the earthy beauty of red clay pueblos.
The collection, which is currently on display at the brand’s showroom in Paris, is where Schön! meets the formidable Maurizio Donaldi, the new Artistic Director of Champion Europe. Donaldi, who joined Champion in his new role at the end of last year, will spearhead the creative direction of all product lines and seasonal collections, shaping campaigns and strategic collaborations. Through immersing himself in Champion’s archives, he will explore its deep-rooted connection to American sports and athletic wear.
Schön! spoke with Donaldi about his upcoming work with Champion, his vision for the brand in the future, and more.
You’ve come on board fairly recently, about four months ago, and you’re working toward the first collection, which will be Spring/Summer 26.
Yes, but we’re also working on a few capsules to introduce earlier. It’s more about rearranging the system with which we approach seasons and delivery. You know, it’s not just a fashion collection. Champion isn’t a fashion brand, really—it’s about lifestyle, sport, culture, music. I like this mix of things. To me, it’s less about creating a “collection,” even though part of it should be commercially driven—there’s a need for that. But the real idea is to experiment.
What’s your vision for the design?
It’s truly a combination of everything. I don’t want to feel overly nostalgic about Champion’s history, because then it becomes too much of a vintage story. While we’re attracted to that—and I’m a collector myself—I think there’s more we can do. I have my own archive—about 15,000 pieces—so there’s a deep respect for the past. But the goal is to use that knowledge to innovate and try new things. This could include exploring sports—not just all sports—but in ways that could resonate with both younger and older generations today. What I find hard to comprehend is how segmented we often think the market is. It’s not as segmented as we assume. We want it to be segmented for business purposes, but at the core, it’s about creating relevant, high-quality, simple design—which is not easy to do.
Champion isn’t an extravagant fashion couture brand, so even our experimentation is limited. It needs to stay within a framework and align with a public that already has various opinions about Champion.
Who would you say wears Champion today?
It’s such a broad audience—it’s difficult to narrow down. There are so many different commercial channels we sell to, and to me, they’re all important. I don’t think in terms of segmentation. For me, it’s the cool kid. It’s the stylish older man. It’s the interesting woman wearing an oversized double XL sweatshirt in her own way. I don’t discriminate. Champion should be for everyone. It’s not a niche brand—it’s meant to deliver everyday items of a certain quality, with some added innovation. That’s the balance we need to maintain.
What is your background?
My background is split. I’ve spent about half my professional life in more technical roles—head of retail, working on brand-side development, franchise stories, acquisitions, and reorganizing brands. The other half has been closer to the product. And if I don’t have a good product, I don’t have a good brand. While there’s always a business perspective involved—because you need to build a sustainable brand—it all starts with strong products. For me, this is easier because I love Champion to begin with. It doesn’t feel like just a job. I wear Champion in my own way, and I’ve always been drawn to its vintage appeal. I have plenty of old, distressed Champion sweaters from the ’80s and ’90s. I love how they fade and discolour over time—that’s what resonates emotionally for me.
Do you use the archives much?
Yes, absolutely. My archive is in Los Angeles, and I invite designers to visit for inspiration. It’s a large space that I’ve decorated with specific ideas in mind, especially for Champion. We draw heavily from my archive for inspiration—whether it’s treatments, colours, fabrics, design details, or even the fading of fleece. Those elements can serve as starting points for a season. For me, though, I make a distinction. Vintage, in my view, ends in 1979. The ’80s represent something different. While many people refer to ’80s pieces as vintage, the machinery and techniques of that era were already evolving. My archive combines elements from Japan, America, and beyond.
Learn more at champion.com.
interview. Patrick Clark
