How a 90s nostalgia trend powered the comeback of two century-old sports brands
, the two are smaller, unique brands — which are winning right now and growing faster than the industry, Powell told CNBC.
For Champion, that involved looking deep within its archive and picking out classic, iconic styles, like its best-selling Reverse Weave sweatshirts, then revamping them for today's consumer, said Susan Hennike, the president of Champion North America. A guest wears orange socks with Japanese prints, Fila white sneakers shoes, during London Fashion Week Men's January 2018 in London, England.Similarly, a spokesperson for Fila Korea attributed the company's success to the reinterpretation of its brand history and heritage.
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