Partnering for Authentic Name Licensing with Champion's Management Team
In a significant move, Authentic Brands Group (ABG) has announced that it will be managing various aspects of the Champion brand following the completion of its deal with HanesBrands. The sale, initially announced in June, marks a new chapter for the iconic activewear brand.
HanesBrands, which had consistently found the Champion brand a challenge, will now focus on its innerwear business, using the proceeds from the deal to pay down $1 billion in debt.
ABG, through its affiliates Fit for Life, High Life, Basic Resources, and USA Life, will manage fitness accessories, activewear, underwear and sleepwear, legwear, and core business in the U.S. and Canada for Champion. Gildan Activewear will handle printwear, while BBC will manage footwear in the same regions.
For the collegiate and teamwear business, Ames Watson, another partner of ABG, has taken over management responsibilities. Ames Watson, which also manages Lids and Fan Outfitters, has a substantial teamwear division that includes Gear for Sports, Knights Apparel, and Champion Teamwear.
The main partner for Champion's clothing and accessories in Central and South America remains unspecified, according to the available search results. However, the Falic Group has been named as the primary partner for apparel and accessories in these regions, as per Authentic's release.
Meanwhile, The IB Group, a previous Champion partner, will continue to manage the brand in Mexico.
Nick Woodhouse, president and chief brand officer of Authentic, expressed pride in welcoming Champion to the Authentic family. Tom Ripley, partner and co-founder of Ames Watson, stated that Champion is a "perfect fit" for its portfolio.
With this strategic partnership, Champion is poised to make a strong comeback, leveraging the expertise and resources of ABG and its affiliates to drive growth and innovation in the activewear market.
