Authentic Acquires Champion, Unveils New Brand Partners

Authentic Brands Group (Authentic), a global brand development platform, has announced it has finalized the acquisition of athleticwear brand Champion. As the second-largest brand acquisition in Authentic’s history, Champion generates nearly $3 billion in global retail sales annually.

Authentic is set to expand Champion’s global presence by building on its legacy in athleticwear and the creator of the iconic hoodie. With over 100 years of product innovation, Champion is a brand that resonates with consumers around the world.

“Champion has set the standard for quality and innovation for over a century,” says Jamie Salter, founder, chairman and chief executive officer, Authentic. “This acquisition marks a significant milestone, not just for Champion, but for Authentic as well. With the strong backing of our partners at GearCo, BBC and AMG Companies, we’re in a prime position to accelerate Champion’s growth globally. Together, we’ll honor its rich heritage while driving innovation and expanding its reach to new markets and consumers. We look forward to shaping the future of this iconic brand.”

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 U.S. 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.

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“Ames Watson is thrilled to partner with Authentic Brands Group to build on Champion’s incredible legacy,” say Tom Ripley and Lawrence Berger, partners, co-founders, Ames Watson. “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.”

Ames Watson has extensive experience owning and operating brands, as well as deep retail and manufacturing expertise. Ames Watson plans to maintain the operational infrastructure that has made Champion’s sports apparel division comprised of Gear for Sports, Knights Apparel and Champion Teamwear one of the industry’s most successful licensed apparel companies over the past decade.

AMG Companies, a long-standing and trusted partner of Authentic, will manage Champion’s core business in the U.S. 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 print wear. Each partner plays a key role in the next phase of Champion’s journey.

“We are proud to welcome Champion to the Authentic family and tap into the brand’s unstoppable spirit,” says Nick Woodhouse, president, chief brand officer, Authentic. “As the originator of the sweatshirt and a pioneer in activewear, Champion holds a legendary place in history. With a bold plan for the future, we’re ready to build on that legacy alongside our incredible partners, driving the brand forward and continuing to inspire athletes and active lifestyles for years to come.”

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 became effective Sept. 30, 2024.