Authentic Brands Group has partnered with GearCo to expand the Champion business following its acquisition of the label from HanesBrands.
As part of the agreement, Champion’s US collegiate apparel business will be carried forward under a new license granted to GearCo, which will be managed and operated by private investment firm Ames Watson.
Aside from GearCo, Authentic will also work with other partners within its network to boost the sports brand’s global presence and drive its long-term growth.
AMG Companies will manage the brand’s core business in the US and Canada through its affiliates. BBC and Gildan will be the partners of the footwear and printwear segments, respectively, in these markets.
In Central and South America, Falic Group will be Champion’s primary partner for apparel and accessories, while IB Group will solidify the brand’s position in the Mexican market.
Authentic plans to announce additional brand partnerships across new categories and territories, including Europe, Asia, and Australia in the coming months.
“Champion has set the standard for quality and innovation for over a century,” said Jamie Salter, Founder, Chairman and CEO of Authentic. “Together, we’ll honor its rich heritage while driving innovation and expanding its reach to new markets and consumers.”
With nearly $3 billion in global retail sales annually, Champion marks Authentic’s second-largest acquisition so far. According to the company, the deal enhances its position as the largest sports and entertainment licensing company worldwide.
