Authentic Brands Group has finalised the acquisition of athleticwear brand, Champion.
As the second-largest brand acquisition in Authentic’s history, Champion generates nearly $3 billion in global retail sales annually.
The acquisition further enhances Authentic’s position as the largest sports and entertainment licensing company worldwide.
“Champion has set the standard for quality and innovation for over a century,” said Jamie Salter, founder, chairman and ceo at Authentic. “This acquisition marks a significant milestone, not just for Champion, but for Authentic as well. With the strong backing of our partners at GearCo, BBC and AMG Companies, we’re in a prime position to accelerate Champion’s growth globally. Together, we’ll honor its rich heritage while driving innovation and expanding its reach to new markets and consumers. We look forward to shaping the future of this iconic brand.”
In particular, Champion’s long-term US collegiate apparel business will be carried forward under a new licence granted to GearCo, which will be managed and operated by Ames Watson with Fanatics as an investor.
Authentic is also planning to announce additional brand partnerships across new categories and territories including Europe, Asia and Australia in the coming months.
“We are proud to welcome Champion to the Authentic family and tap into the brand’s unstoppable spirit,” commented Nick Woodhouse, president and chief brand officer at Authentic. “As the originator of the sweatshirt and a pioneer in activewear, Champion holds a legendary place in history. With a bold plan for the future, we’re ready to build on that legacy alongside our incredible partners, driving the brand forward and continuing to inspire athletes and active lifestyles for years to come.”
In Central and South America, Falic Group will lead as Champion’s primary partner for apparel and accessories, while IB Group will continue its omnichannel strategy to solidify the brand’s position in the Mexican market.
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