Authentic Brands Group is to purchase the Champion Athleticwear brand and business from HanesBrands.
The move demonstrates Authentic’s commitment to expanding its portfolio of iconic sports, lifestyle, entertainment and media brands and will increase its system-wide annual retail sales to more than $32 billion worldwide.
Established in 1919, Champion has played a pivotal role in shaping athletic wear, notably introducing the first hooded sweatshirt and the use of breathable mesh fabrics.
Champion’s iconic ‘C’ logo allows for seamless collaborations with major global brands and designers, driving international appeal while maintaining its recognition. It currently operates in more than 90 countries, with more than 40% of its business hailing from outside North America.
“We are excited to acquire Champion, a brand that shares our pioneering spirit,” commented Jamie Salter, chairman and ceo at Authentic. “Over the last few years, the addition of new brands together with the expansion of live events has grown Authentic into a world leading sports and entertainment licensing company. Bringing Champion into the fold further expands our position in this space.”
Nick Woodhouse, president and chief brand officer at Authentic, continued: “Our successful efforts igniting Reebok’s momentum in sports have created a playbook to achieve a similar feat with Champion. With expansive reach, differentiated channel strategy and a balanced strength across its women’s and men’s businesses, Champion has profoundly influenced sports culture. This is the perfect time for the brand to make a significant impact as women’s sports continue to broaden their presence and fandom worldwide.”
The company is in discussions with several existing and potential operators in key regions to manage the manufacturing, physical retail, e-commerce and wholesale operations of the business and maintain the brand’s global footprint.
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