Authentic Brand Group (Authentic) has partnered with GearCo, BBC and AMG Companies as its primary vendor partners to support its just-closed acquisition of the Champion brand.
In early June, HanesBrands reached an agreement with Authentic to sell the Champion brand and business valued at $1.2 billion, with the potential to reach $1.5 billion in performance-based earnouts.
On September 30, HanesBrands confirmed it completed the deal, while Authentic on October 1 indicated that it had finalized the deal while announcing the brand’s new vendor partners.
Authentic said Champion ranked as the company’s second-largest brand acquisition, generating nearly $3 billion in global retail sales annually.
Reebok acquired the Champion brand for $2.5 billion, its largest acquisition.
“Champion has set the standard for quality and innovation for over a century,” said Jamie Salter, founder, chairman and CEO of Authentic. “This acquisition marks a significant milestone, not just for Champion, but for Authentic as well. With the strong backing of our partners at GearCo, BBC and AMG Companies, we’re in a prime position to accelerate Champion’s growth globally. Together, we’ll honor its rich heritage while driving innovation and expanding its reach to new markets and consumers. We look forward to shaping the future of this iconic brand.”
Champion’s long-term U.S. collegiate apparel business will be carried forward under a new license granted to GearCo. Ames Watson will manage and operate GearCo. with Fanatics as an investor.
“Ames Watson is thrilled to partner with Authentic Brands Group to build on Champion’s incredible legacy. Our deep expertise in apparel and operations, especially in the collegiate market, makes this a perfect fit. We’re excited to leverage our strengths to further elevate the Champion brand,” said Tom Ripley and Lawrence Berger, partners and co-founders of Ames Watson.
Ames Watson reported it would maintain Champion’s operational infrastructure, which supports its sports licensing business, which comprises Gear for Sports, Knights Apparel and Champion Teamwear.
AMG Companies, a long-standing partner of Authentic, will manage Champion’s core business in the U.S. and Canada through its affiliates, which include High Life for activewear, Basic Resources for underwear and sleepwear, USA Legwear for legwear, and Fit for Life for fitness accessories. Additional partners in these regions include BBC for footwear and Gildan for printwear.
Currently available in over 90 countries, Champion will announce additional brand partnerships across new categories and territories, including Europe, Asia, and Australia, in the coming months.
“We are proud to welcome Champion to the Authentic family and tap into the brand’s unstoppable spirit,” said Nick Woodhouse, president and chief brand officer at Authentic. “As the originator of the sweatshirt and a pioneer in activewear, Champion holds a legendary place in history. With a bold plan for the future, we’re ready to build on that legacy alongside our incredible partners, driving the brand forward and continuing to inspire athletes and active lifestyles for years to come.”
In Central and South America, Falic Group will lead as Champion’s primary partner for apparel and accessories, while the IB Group will continue its omni-channel strategy to solidify the brand’s position in the Mexico market.
The IB Group has partnered with Champion for over four years, spending that time building a strong digital and physical presence across wholesale, retail, and e-commerce for the brand’s apparel, footwear, and accessory lines.
Authentic said all agreements became effective as of September 30, 2024.
Image courtesy Authentic Brand Group, Inc.
