The new C9 logo in black, white and neon.

Our Favorite Workout Gear Gets an Upgrade: C9 Champion's New Look

We all know that 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, our guests turn to Target for amazing quality and stylish designs that won't break the bank. C9 Champion’s their go-to, and now the popular brand’s getting a brand new look—and it’s only at Target!

In the 12 years since we first launched the line of affordable activewear, accessories and shoes for men, women and kids, C9 Champion has grown into a billion-dollar business. But we’re always listening to our guests to make sure we have the best products to help them live a healthy lifestyle. Most recently, we’ve used guest feedback to make some major improvements, from reinventing our sports bras and leggings with new fits, improved fabric and better performance to expanding our assortment. As we continue to innovate and introduce our first C9 Champion design partnership with fitness guru Anna Kaiser, refreshing our branding was a natural next step.

Here’s a view of C9 Champion today and a peek at its new look (at right):

The current orange and grey logo is shown alongside the new, black, white and neon logo.So what’s the story behind the sleek new look? Our 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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