Target Corporation has inked a strategic partnership with Authentic Brands Group to bring the Champion brand back to life in Target stores for back-to-school in August.

“The Champion collection for Target will offer a fresh take on Champion’s signature look featuring a unique line of high-quality, trend-forward activewear and sporting goods for adults and kids. The line will be available in Target stores and on Target.com beginning in August,” Target said in a media release.

Target had a very successful relationship with Champion’s former parent company HanesBrands, Inc. (HBI), marketing an exclusive line called C9 by Champion for 15 years. HBI had partnered with Target to sell the C9 by Champion men’s, women’s and children’s activewear clothing and shoe brand. But HBI didn’t renew its contract for the line with Target when it expired in early 2020. They parties announced they were canceling that partnership in 2018.

C9 was reportedly a big cash driver for HBI, generating in excess of $400 million in sales over the final year of the program. Target was quick to point out at the time that HBI would still be a key vendor for Target, with the retailer making up close to 13 percent of the Hanes brand business.

HBI in June 2024 reported its intent to sell the intellectual property and certain operating assets of the global Champion business to Authentic Brands Group for a transaction value of $1.2 billion, with the potential to reach up to $1.5 billion through an additional contingent cash consideration of up to $300 million based on achievement of performance thresholds.

The company completed the sale at the end of September 2024.

“When you combine Champion’s legacy in sportswear with Target’s style authority, the result is something special,” said Rick Gomez, EVP and chief commercial officer, Target Corporation. “We know our consumers love new and differentiated items, and this partnership is all about merging sport, style and culture in a relevant way that resonates with them. I can’t wait for everyone to experience this on-trend, high-quality and irresistibly affordable assortment with styles only at Target.”

The Champion Collection
Target called the program an “extensive line” featuring more than 500 pieces. It includes “stylish” apparel, accessories and slides as well as sporting goods, accessories and bags for adults and kids.

“Drawing inspiration from Champion’s rich history of more than a century in sports, the collection is infused with on-trend colors, exclusive premium fabrics, unique washes and detailed trims and unique Champion logo. The Champion collection for Target is a blend of modern, classic and vintage elements with most items under $40,” Target said in a media release.

Following the August launch, limited-time-only collection of classic, varsity-inspired apparel for women and men is expected to arrive in September on Target.com and in a dedicated space in the front of most Target stores.

“As one of the most recognizable names in apparel, Champion’s presence at Target—a retailer known for its strong connection to the consumer and intentional assortment—marks a significant moment,” said Jamie Salter, founder, chairman and CEO, Authentic Brands Group. “This partnership underscores Champion’s enduring influence and strategic growth as we introduce the brand in a meaningful way through one of the most respected retailers in the market.”

The Champion brand may not have the cache it had four to five years ago, but it has quite a runway in the channels and retailers where it has not played.

The last positive growth for the brand was in the 2022 first quarter when the Global Champion business grew 10 percent year-over-year. HBI was bullish enough on the brand to raise its forecast for the brand to $3.2 billion in annual sales for 2022. Despite Champion brand sales falling 20 percent in the 2022 second quarter, HBI continued its bullish outlook.

The declines continued from there as the brand fell from the fashion sportswear stage, and a quarter without a double-digit decline for the brand would not be seen again while under the HBI umbrella.

This deal is expected to infuse some energy back into the brand – and maybe some for Target too!

Image courtesy Champion/Authentic Brands Group