Authentic acquires Champion, unveils new brand partners
Authentic Brands Group (Authentic) announced that it has finalized the acquisition of athleticwear icon Champion. As the second-largest brand acquisition in Authentic’s history, Champion generates nearly $3 billion in global retail sales annually. This acquisition enhances Authentic’s position as the largest sports and entertainment licensing company worldwide.
Authentic’s stewardship
Under Authentic’s stewardship, Champion’s influence will continue to be a mainstay in athletic culture through a network of best-in-class operating partners worldwide. In particular, Champion’s long-term US collegiate apparel business will be carried forward under a new license granted to GearCo, which will be managed and operated by Ames Watson 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 at Ames Watson.
AMG Companies will manage the core business in the US and Canada
AMG Companies, a long-standing and trusted partner of Authentic, will manage Champion’s core business in the US and Canada through its affiliates. These affiliates 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. Each partner plays a key role in the next phase of Champion’s journey.
Additional brand partnerships
As a globally recognized brand with worldwide appeal, Champion is available in more than 90 countries with nearly half of Champion's business originates from international consumers. Building on this success, Authentic plans to announce additional brand partnerships across new categories and territories, including Europe, Asia, and Australia in the coming months.
Falic Group
In Central and South America, Falic Group will lead as Champion’s primary partner for apparel and accessories, while IB Group will continue its omnichannel strategy to solidify the brand’s position in the Mexican market. IB Group has been a partner of Champion’s for more than four years, having spent that time building a robust digital and physical presence across wholesale, retail and e-commerce for the brand’s apparel, footwear and accessory lines.
Authentic’s acquisition of Champion is complete, and all agreements become effective as of September 30, 2024.
Source: https://corporate.authentic.com/press-releases/authentic-acquires-champion-unveils-new-partners