Champion and JAB to launch collab, plan immersive Shoreditch event next week

Sportswear brands Champion and JAB are set to launch a collaborative capsule collection. And with customer engagement so important these days, the launch will be supported by an immersive one-night-only London experience for the brands’ fans on 11 June.

With a clear boxing connection (streetwear brand Champion now has a strong and expanding presence in the sport joining JAB’s deep heritage links), the collaboration introduces a limited-edition apparel collection “inspired by the golden era of boxing and mid-century athletic design.”

The collection will debut exclusively at a Shoreditch pop-up at SpaceUnlocked on 11 June before launching online via JAB’s Shopify store.

Designed as “an immersive brand world rather than a traditional retail launch,” SpaceUnlocked will be transformed into a “nostalgic boxing environment” featuring a co-branded boxing ring, campaign installations, vintage-inspired memorabilia displays and a pop-up bar serving complimentary electrolyte cocktails.

Throughout the evening, guests will be able to participate in JAB-led boxing classes hosted within the venue’s fully-equipped basement training space, “bringing the club experience into the activation.”

And the collection? It reflects both brands’ “shared approach to performance and style”, combining athletic silhouettes with vintage-inspired detailing and relaxed tailoring “intended to move fluidly between training and everyday wear.” Prices range from £32 to £75.

The activation also pre-marks the opening of JAB’s 20,000 sq ft London performance club this autumn in Moorgate.

Hannah Steele, Brand director at JAB, said: “There was an immediate connection between Champion and JAB. Both brands are rooted in the heritage of boxing and that nostalgic energy from the sport’s golden era. We wanted the collection to feel authentic to that world. Timeless, worn-in and performance-led, but still elevated enough to live beyond the gym.”

Chris Haggarty of Champion Europe added: “[We have] always been rooted in sport, but just as importantly in the culture that surrounds it. This collaboration with JAB felt instinctive. There’s a shared respect for boxing’s heritage and a clear, modern perspective on how performance lives today. The capsule reflects that balance. Pieces that honour our legacy while speaking to a new generation moving fluidly between training, community and everyday life.”