Champion news and archive

Champion to produce officially licensed apparel for the NFL

Athleticwear brand Champion, part of the Authentic Brands Group portfolio, is expanding its sports legacy with a new licensing deal to produce officially licensed apparel for the National Football League (NFL), adding to its existing portfolio of league partnerships which include the National Hockey League (NHL), Minor League Baseball (MiLB) and...

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Champion unveils exclusive collaboration with Undercover

US athleisurewear company Champion, known as the “king of sweatshirts,” has unveiled its first collaboration with Japanese streetwear brand Undercover by designer Jun Takahashi. The Champion x Undercover collection was first unveiled during Undercover’s spring/summer 2025 show during Paris Fashion Week, offering a fusion of streetwear and...

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Authentic Brands extends Champion eyewear deal

Authentic Brands Group has announced a multi-year extension of its Champion eyewear licensing agreement with L’amy America, owned by ILG (International Luxury Group). The new deal will see L’amy America continuing to design, manufacture, and distribute Champion’s optical and sunglass products for men, women, and youth. Steve Robaire, executive...

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Authentic to boost Champion in the EMEA with Orbico partnership

Authentic Brands Group (Authentic), the global brand development and licensing platform, has signed a new licensing partnership with the Orbico Group for its newly acquired sportswear brand, Champion. In a statement, Authentic said the long-term strategic alliance with Orbico “lays the foundation for a long-term collaboration that will unlock...

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Authentic secures Aus and NZ licensee deal for Champion

Authentic Brands Group, the new owner of Champion, has appointed Brand Collective as the new licensing partner of the sportswear label in Australia and New Zealand. Australia-based Brand Collective currently serves as the operating partner to brands such as Canada Goose, Clarks, Hush Puppies and Authentic-owned Reebok, while further owning the...

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Champion Europe names new creative director

Lifestyle brand Champion, known for its American athletic heritage, has named Maurizio Donadi as its new creative director of its European arm to usher in a “bold new era of innovation and design". In a statement, Champion Europe said that Donadi would take on the new role from December 1 and lead its creative vision and direction as it heads...

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Authentic completes Champion acquisition, announces new brand partners

HanesBrands has completed the sale of the intellectual property and certain operating assets of the global Champion business to Authentic Brands Group. It is the second-largest brand acquisition in Authentic’s history. “With the successful completion of this transaction, combined with our internal cash generation, we expect to pay down...

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Champion opens in Selfridges as brand kicks off CurrieGoat partnership

Sportswear label Champion has opened a new concession in luxury department store Selfridges London amid the launch of a partnership with multidisciplinary artist CurrieGoat. Housed in the New York-founded brand’s Selfridges location will be a curated selection of its elevated products, many inspired by its own archives, alongside pieces...

Fashion

Champion brings Creators Programme to UK

Sportswear brand Champion is expanding the reach of its Creators Programme, with the company now set to bring the initiative to the UK market. Initially launching in 2023, Champion’s Creators Programme was first linked to the brand’s global ‘Champion What Moves You’ campaign, with which it shared the mission of supporting and promoting next...

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Authentic Brands Group acquires Champion

Authentic Brands Group (Authentic), which counts Reebok, Ted Baker and Quiksilver among its brand portfolio, has confirmed it's acquiring the Champion Athleticwear brand and business from HanesBrands for 1.2 million US dollars. The strategic move will see the global brand development, marketing and entertainment platform expand its position in...

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Authentic Brands Group snaps up Champion for over one billion dollars

Authentic Brands Group has emerged as the winner of a bidding war for Champion after it secured an agreement to purchase the athleisure brand from HanesBrands Inc. for just over one billion dollars. A source close to the situation confirmed the news to WWD, stating that the acquisition should close “around the end of May or early June”. While...

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HanesBrands reportedly seeking 1.4 billion dollars for Champion

The deadline to submit the first-round of bids for sportswear label Champion closed this week, painting a clearer picture of what HanesBrands, its soon-to-be former owner, is expecting to see in return for its sale. According to sources for WWD, the group has placed a 1.4 billion dollar starting price tag on Champion, with multiple bids now...