Reigning Champ is a Canadian streetwear and athleisure brand based in Vancouver and founded in 2007 by Craig Atkinson, who also founded wings+horns. The brand focuses on caps, t-shirts, hoodies, sweatpants, shorts, and tank tops in cotton, heavyweight fleece, and merino wool. Reigning Champ is sold at 130 retailers worldwide. In June 2021 Reigning Champ entered into a definitive agreement to be acquired by Canadian apparel retailer Aritzia at a valuation of $63 million.