Champion Captures the Essence of a Euro Summer in Dreamy New Campaign

90s sportswear and summer evenings are the inspiration behind Champion's new Summer Edition campaign. The collection boasts a soft-focus aesthetic that feels like a love letter to summertime in the city, with long days, sun-soaked sidewalks and the relaxed chaos of the warm weather. The result is as dreamy as it sounds.

The campaign perfectly captures this sentiment, shot against a backdrop of timeless European architecture with aged charm. This feels like a far cry from the loud, fast pace of most sportswear campaigns. Instead, it slows things down with the hazy, cinematic feel of a summer abroad. Soft neutrals and sun-washed tones mirror the city's palette, while relaxed silhouettes are made for the long days and outdoor socials.

Drawing from its heritage, Champion expertly blends classic sportswear elements with a modern, lifestyle-driven lens. The collection leans into 90s nostalgia with contrast-trim ringer tees, slim-fit short-sleeves, form-fitting tanks and oversized sweat sets that nod to football silhouettes and collegiate uniforms. Each piece has a vintage, worn-in softness to make it feel like something you've owned for years.

Whether it's the lingering warmth of sunlit pavements or the golden hour glow bouncing off cafe tables, this dreamy campaign nails the romantic mood of summer. Check it out above, and head to the website to shop the styles.

In other sportswear news, AC Milan and PUMA unveil their new 2025/26 season kit.

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