Foot Locker announced it is officially merging its Champs Sports and Eastbay brands after integrating the corporate organizations for both banners last year.

Dubbed Champs Sports x Eastbay, the combined brand has its own unified logo and aims to position itself in the youth sports market with retail experiences and joint offerings in the coming months. With the launch of the brand, Champs Sports x Eastbay is rolling out an exclusive apparel line with Uninterrupted, an athlete-led media brand that is part of The SpringHill Company, co-founded by LeBron James.

“Uninterrupted’s ‘More Than An Athlete’ line and content series perfectly align with our brand philosophy,” said Guy Harkless, senior vice president and general manager, Champs Sports and Eastbay. “With Champs Sports x Eastbay, our goal is to provide young athletes with the tools they need to be successful, and MTAA provides those same athletes with a space to connect with others and learn from their experiences. Together, we hope to support these athletes as they continue to excel on and off the field.”

The announcement of Champs Sports x Eastbay follows the debut of Eastbay Performance apparel merchandise and the announcement of Philadelphia Eagles Quarterback Jalen Hurts as the line’s first brand ambassador.

Last year, as part of the next phase of the Champs Sports and Eastbay strategic initiative, Foot Locker restructured positions and aligned several functions across the banners and consolidated certain Eastbay operations into Champs Sports.

Photo courtesy Champs Sports x Eastbay