Activewear has hit the mainstream in a big way and whether they’re chasing the kids at the park or chasing a new personal best American mom’s continue to embrace the trend. Target’s long-running sports apparel private brand has introduced a new look for C9 Champion.

In the 12 years since Target first launched the private brand of affordable activewear, accessories and shoes for men, women, and kids, C9 Champion has grown into a billion-dollar business. But the retailer is always listening to make sure they carry the best products to help them live a healthy lifestyle. Most recently, Target used customer feedback to make some major improvements, from reinventing sports bras and leggings with new fits, improved fabric and better performance to expanding our assortment. Target continues to innovate and has exciting plans to introduce their first C9 Champion design partnership with fitness guru Anna Kaiser.

Here’s a view of C9 Champion today and a peek at its new logo:

So what’s the story behind the sleek new look? Target chief creative officer, Todd Waterbury, gives us the scoop:
“Our goal was to reinforce that C9 Champion can meet the fitness needs of our guest, on their terms, only at Target,” says Todd. “It was important that the new logo conveyed movement and strength, and did so in a way that tied back to Target. The bold, geometric rendering of the C within the 9 honors the Target bullseye while complementing the classic Champion signature. This redesign is a bold recognition of the importance wellness plays in the lives of our guests and their families.”

The new logo will subtly appear on every piece of the C9 Champion line. Your work out, brunch date or Netflix binge (we won’t judge) has never looked so good!

Can’t wait to check out C9’s new look? It’ll debut on the C9 Champion Limited Edition by Anna Kaiser line in stores and on Target.com Jan. 1. Then, watch for the full C9 Champion line to refresh in early February. 



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SOURCEA Bullseye View
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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.