The business was renamed Champion Knitting Mills Inc. in the 1930s. They quickly became the preferred brand for college bookstores all throughout America because of their reputation for sweatshirts, t-shirts, and athletic socks. In the beginning, they also created wool underwear as a prototype for the sweatshirt, selling them to shield outdoor workers from the cold, but their reputation for use and durability only rose. It didn't take long for the US Military Academy to start using Champion goods for physical education lessons and training drills. The Champion Knitwear Company name, together with the running man and finish line emblem, were featured on the neck labels in the 1940s and 1950s, but they were eventually altered. A new generation of customers were exposed to the original, robust, and subtle assortment of sweatshirts, tee shirts, sweatpants, and shorts, all featuring the classic Champion "C" insignia, demonstrating once more that there can be many challengers, but only one Champion.