Authentic Brands has completed its acquisition of the classic sportswear brand Champion from Hanesbrands in a deal worth $1.2 billion.
If you had to describe Champion in a single sentence it would be something like “An iconic, all American athletic brand” which pretty much sums up the 100 year old sportswear label. Originally known as the Knickerbocker Knitting Company, Champion has sponsored some of the very best American football & basketball teams since its early days. It’s not just sports though, the iconic ‘reverse weave’ brand has cemented its name on the streetwear scene ever since the 1980s with collaborations with Supreme New York and a strong connection to the USA’s original Hip Hop scene. Following on from the recent partnership with Frasers Group surrounding their operations of Reebok in the UK & Europe, Authentic Brands also announced in June 2024 that they would be acquiring Champion from Hanesbrands for a sum of $1.2 billion. We can now confirm that Authentic Brands has completed its acquisition of the classic sportswear brand.
The acquisition marks Authentic Brand’s second biggest acquisition after they purchased Reebok from adidas for $2.1 billion back in 2022. AMG Companies, who are a trusted partner of Authentic Brands, will look after the core business side of things in the US & Canada, as well GearCo & BBC international for various other regions. It is expected Authentic Brands will reveal further brand partnerships for more international territories of the classic sportswear brand over the coming months. Also don’t forget to subscribe to Sneaker Jobs & follow @sneaker_jobs to keep up to date with all the latest industry news.
Champion has set the standard for quality and innovation for over a century. 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 honour 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.
Jamie Salter, CEO Authentic Brands
