The Tree of Life concept store makes the store space organic: shopping inside of a tree? Champion Europe brand values are based on the traditional values of sport, and nature is indeed one of the greatest traditional values culture has known, and nature is inseparable from sport. Do we live in a society cut off from nature? Can we find again the values that our ancestors knew so well? Can we interpret them in new ways, creating spaces that remind us and involve us in the world we live in?