HanesBrands and the University of Cincinnati signed a multi-year extension to their primary apparel partnership that gives HanesBrands exclusive rights across all retail channels to design, manufacture and distribute University of Cincinnati fanwear, in addition to over a dozen universities with primary apparel partnerships working with HanesBrands.
“Cincinnati was one of our first primary apparel partners, and we are thrilled by the success of this relationship. We appreciate the opportunity to continue growing the Cincinnati licensing program by offering exciting products and iconic brands that engage fans,” said John Fryer, president of licensed sports apparel at HanesBrands. “It’s a testament to what we believed when we started—primary apparel partnerships work. We are excited to assist Cincinnati in positioning for growth and success during such an exciting and pivotal time for the University with the move to the Big 12.”
The extended agreement also includes collaborating on retail activations centered around key games and events, special apparel program releases and educational opportunities for Cincinnati students enrolled at the University.
“We’re very proud of our partnership with HanesBrands and excited about this extension,” said Marty Ludwig, director of trademarks and licensing at the University of Cincinnati. “We’ve seen significant growth in our brand since we started taking a more strategic approach to brand management, and our partners from HanesBrands are a big part of that with their commitment to the University. This partnership goes well beyond royalty income, as we align in a variety of areas from sustainability to internships, academic programming, unique marketing activations, and commitment to meet the needs of retailers in our market for high-quality apparel for the University of Cincinnati’s constituents.”
The agreement also includes the Alternative Apparel and ComfortWash brands with the HanesBrands and Champion brands as part of the collegiate apparel program. Alternative Apparel offers effortless style in eco-forward fabrics, and ComfortWash features soft, vintage-washed tees and sweats made with U.S.-grown cotton.
HanesBrands will continue developing exclusive collections featuring men’s, women’s, unisex, youth, infant, and toddler fan apparel and working with retail partners to make them broadly available to Bearcats fans. The partnership extension with HanesBrands was completed with the University’s exclusive licensing agent, CLC.
Photo courtesy University of Cincinnati
