Selfridges London has partnered with athletic brand Champion to open the doors to the ‘Champion Sports Bar’ to celebrate this summer of sport.
The brand has transformed the Harry Gordon’s Bar & Kitchen, located on the Oxford Street department store’s lower ground floor, into a USA sports bar-themed venue as part of a two-month takeover.
Champion said the bar showcases its rich sporting heritage and features exclusive vintage pieces from its New York Archives that date back to the 1940s and 1950s for fans to look at.
Customers are invited to enjoy live streaming of all the major sporting events this summer, and can order classic ‘US sports bar’ cuisine such as ‘The Champion Hot Dog’, ‘TouchDown Wings’, and ‘Three Pointer Shrimp Taco’, as well as an ‘Oreo Boozy Milkshake’.
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At the end of last month, Champion opened a new concession at the Oxford Street department store in its Designer Studio on the third floor, stocking its original Made in Japan and Made in the USA capsules, as well as more permenant collections.
Champion EMEA president Lorenzo Moretti said: “We’re thrilled to take our partnership with Selfridges beyond our retail space on the third floor, to open the Champion Sports Bar at Harry Gordon’s as a space that encapsulates the heritage and history of our over 100-year-old brand.
“We’re looking forward to welcoming customers into the Champion Sports Bar over the next two months to enjoy this summer of sport with us, and enjoy a menu of American classics nodding to Champion’s involvement in historic US sporting moments.”
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