HanesBrands (HBI) has announced a new primary apparel partnership with the University of California, Berkeley.  

The deal broadens the university’s retail footprint and includes the company’s Champion and Hanes brands, the eco-conscious Alternative Apparel brand and the garment dyed ComfortWash brand. UC Berkeley joins the University of Southern California, University of Texas, The Ohio State University, University of North Carolina, University of Georgia, Villanova and University of Tennessee, among others, that have primary apparel partnerships with HBI.  

“Cal’s legacy and our flagship brands are key to this strategic partnership that broadens the university’s retail access,” says John Fryer, president, licensed sports apparel, HanesBrands. “We also have a shared commitment to improving the lives of people and protecting the planet. Our commitment to responsible, transparent manufacturing is ingrained in everything we do, as is our focus on continuous improvement of our environmental performance.” 

HBI will design, manufacture and distribute an expansive collection of men’s, women’s, unisex, youth, infant and toddler fan apparel. In addition, HBI will create special activations and enhanced retail presentations. 

“We are excited to enter into a long-term partnership with Cal,” says Vanessa LeFebvre, president, global activewear, Champion. “The Champion brand’s worldwide appeal and commitment to inclusion is reflective of Cal’s diverse students, fans and alums around the globe. We look forward to creating on-trend, responsibly made apparel that helps drive excitement and engagement.” 

Related:HanesBrands Announces Long-Term Partnership with the University of Southern California

The partnership extension with HanesBrands follows a detailed analysis of the University of California trademark licensing program and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC.