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Grab the birthday cake… Global athletic giant Champion is marking the 70th anniversary of its iconic Reverse Weave Sweatshirt this month. And to celebrate, the brand is transforming its flagship Soho, London store into a 50s diner-inspired pop-up from Friday October 14th – Sunday 16th.

Head down to the central London outpost for free milkshakes alongside the limited edition 70th anniversary Reverse Weave sweatshirt for the original 1952 price (a bargain at £9.50).

To celebrate the anniversary of Champion’s pioneering creation, the brand will be transporting customers back to the 1950s. The Brewer Street store will be transformed into a 50s diner-style venue complete with black and white television set-style screens covering the front windows.

Champion will be installing a 50s-style milkshake bar from Mr Flavour serving themed drinks including the aptly named Breakfast of Champions, Dream Team, Slam Dunk AND Touchdown all relating back to the sports heritage of the brand.

To top it all off, Champion will be producing a finite number of limited-edition 70th Anniversary Reverse Weave sweatshirts. Best of all, you’ll be able to purchase this sweatshirt for the price they were originally sold at back in 1952 from Friday 14th- Sunday 16th October, for purchases made over £20.

48-50 Brewer St, London W1F 9TG