Champion×Hello Kitty打造的「冠军公路」空间

Champion×Hello Kitty打造的「冠军公路」空间

2026年10月17日-2026年10月23日

上海 陕西北路725号One Locale

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Champion×Hello Kitty「冠军公路」限时快闪落地上海静安区陕西北路 One Locale，活动周期 10.17–10.23。Champion 自 1919 年诞生，深耕美式运动复古文化，Hello Kitty 作为经典 IP，本次跨界合作跳出单一萌系叙事，以 “甜酷公路之旅” 为核心，融合 Y2K 千禧风格与美式公路文化，打造沉浸式主题空间，承载秋冬联名系列线下首发，传递 “甜酷由我” 的年轻化主张。

空间造型将场地打造为 1919 美式公路场景，外立面红砖基底搭配巨型 C 标与戴耳机的 Hello Kitty 立体招牌，户外铺设仿真公路标线，放置粉色豹纹敞篷车装置，搭配棕榈树路牌，复刻加州公路氛围；室内划分储物柜陈列区、豹纹主题打卡墙、联名服饰展厅、寻宝互动区，以粉、白、棕为主色调，大面积运用豹纹元素，人模造型演绎复古学院与 Y2K 混搭穿搭，平衡 IP 软萌感与 Champion 硬核街头基因。

制作采用模块化装配式板材与立体喷绘工艺，户外装置加固处理适配街区环境，立体卡通立牌、充气气球道具预制生产，现场快速组装，软装选用复古储物柜、公路标识道具，灯光采用高饱和柔光，强化打卡出片质感，兼顾陈列展示、互动体验与人流动线。活动期设置冠军公路寻宝游戏、联名试穿打卡、限定礼品兑换，媒体预览、代言人到场、公众开放分段运营。

线下现场体验与传播营销深度绑定，代言人、潮流 KOL 探店释放空间大片，游客打卡产出小红书 UGC，围绕 #甜酷由我出发吧# 话题扩散，线下场景作为原生内容场，将美式运动文化 + 经典 IP 的跨界吸引力转化社交流量，完成新品种草、品牌年轻化表达与线上线下销售转化，构建 IP 联名快闪完整传播闭环。

Champion × Hello Kitty “Champion Highway” pop-up is situated at One Locale on North Shaanxi Road, Jing’an District, Shanghai, running from Oct 17 to 23. Founded in 1919, Champion carries American vintage sports heritage, while Hello Kitty is a timeless pop icon. This cross-over collaboration moves beyond simple cuteness, themed on a “sweet-cool road trip”, blending Y2K aesthetics and American highway culture.

The immersive venue hosts the offline launch of autumn-winter co-branded collection, delivering youth-oriented spirit “Sweet & Cool, Set Off”. Transformed into a 1919 American highway scene, the venue retains original red brick facade decorated with oversized Champion logo and 3D Hello Kitty sign with headphones.

Outdoor area features simulated road markings, a pink leopard-print convertible installation and palm-tree road signs recreating California roadside vibe. Indoor zones include locker display area, leopard print photo wall, apparel showroom and treasure-hunt interactive zone. With pink, white and brown palette and widespread leopard print elements, mannequins showcase mixed retro preppy and Y2K outfits, combining Hello Kitty’s cuteness with Champion street identity. Modular panels and 3D printing are adopted for fabrication. Outdoor installations are reinforced for street environment.

Cartoon cutouts and inflatables are prefabricated for fast assembly. Vintage lockers and road signage serve as props, paired with saturated soft lighting to optimize photo effect, balancing display, interaction and visitor circulation. On-site programmes feature treasure hunt game, product fitting and limited gift redemption, arranged for media preview, brand ambassador visit and public sessions.

Offline experience closely integrates with marketing. Brand ambassador and fashion KOL content are released alongside visitor UGC on Xiaohongshu under campaign hashtag. The physical venue acts as native content generator, converting charm of sports-brand & IP collaboration into social traffic. It realizes new product seeding, brand youth communication and online-offline sales conversion, forming a complete communication loop for IP pop-up.

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