Orbico and Authentic Brands Group Partner to Expand Champion in EMEA

Orbico Group (Orbico) and Authentic Brands Group (Authentic), a global brand development and licensing platform, today announced a new licensing partnership to accelerate Champion's growth across Europe, the Middle East and Africa (EMEA). 

Through the agreement with Authentic, Orbico has entered into a 10-year license (with options to extend) for the Champion brand for Europe, the Middle East and Africa with Authentic, and to also acquire the Champion Europe legal entities and retail stores currently operating Champion in EMEA, subject to required regulatory approvals. 

Champion Europe currently operates in 36 countries, employs more than 1,300 people and manages more than 90 retail stores. 

This partnership positions Orbico, a leading distributor of global brands, to expand its presence in the sports-style category and enhance Champion’s presence in key markets. 

"We’ve known the Authentic team for many years, and when the opportunity to take on Champion came up, it just made sense to do this together,” says Edward Malky, chief business officer beauty, style and salon professional, Orbico Group. “This partnership marks a significant milestone for Orbico as we expand into the sports style category on a larger scale. Champion is a brand with an incredible legacy, and we’re excited to use our expertise to help it grow even stronger. Together with Authentic, we’re ready to make Champion the go-to sportswear brand for future generations, bringing its heritage and innovation to more people than ever before." 

Related:Authentic Acquires Champion, Unveils New Brand Partners

"Champion is a powerhouse in Europe, with an established business and a deeply loyal following,” says Henry Stupp, regional president, EMEA and India, lifestyle, Authentic. “From the moment we acquired the brand, Europe was central to our strategy, and identifying the right partner to drive its growth was critical. Orbico emerged as the strong choice, thanks to their unparalleled expertise and proven success with world-class brands. This partnership represents a bold step forward in Champion’s journey, and we’re confident that together, we will elevate the brand’s presence across EMEA, delivering on its legacy and making it a modern symbol of innovation and sports style." 

Authentic, which acquired Champion in 2024, sees Europe as a pivotal market for the brand’s growth. Orbico has a 30-year history of successful partnerships with global brands such as P&G, PMI, Kellogg and Coty. Its track record in the sports style category as an exclusive distributor for some of the leading footwear brands in Central and Eastern Europe, including Converse, Dr. Martens, Merrell and On, will be key in Champion’s journey to becoming a leading sportswear brand in EMEA.