HanesBrands announced a new primary apparel partnership with the University of California, Berkeley. The ten-year agreement gives HBI exclusive rights to design, manufacture and distribute fanwear across mass and campus/local channels.
The deal broadens the University’s retail footprint to include the HBI’s Champion and Hanes brand lines, the Alternative Apparel brand and its ComfortWash brand.
U.C. Berkeley joins the University of Southern California, the University of Texas, Ohio State University, the University of North Carolina, the University of Georgia, Villanova, and the University of Tennessee with primary apparel partnerships with HBI.
“Cal’s legacy and our flagship brands are key to this strategic partnership that broadens the University’s retail access,” said John Fryer, president, Licensed Sports Apparel, HanesBrands.
HBI will design, manufacture and distribute an assortment of men’s, women’s, unisex, youth, infant, and toddler fan apparel. The company will also create unique activations and enhanced retail presentations.
The partnership extension with HanesBrands follows a detailed analysis of the University of California’s trademark licensing program and a competitive proposal process completed in conjunction with the University’s exclusive licensing agent, CLC.
