Authentic hopes to shape the future of Champion by honouring its rich heritage while driving innovation and expanding its reach to new markets and consumers.
Authentic added its plans to expand Champion's global footprint by building on its legacy as a "trailblazer in athleticwear and the creator of the iconic hoodie."
Authentic noted that Champion is a brand with global consumer appeal and, under its proven model focused on driving long-term brand value and growth, the brand is poised for continued success.
It emphasised that Champion's influence in athletic culture will continue to be a mainstay through partnerships with "best-in-class "operators worldwide.
A key element of this strategy, as Authentic pointed out, is Champion's long-term US collegiate apparel business, now licensed to GearCo, which will be managed by Ames Watson, with Fanatics as an investor.
Authentic CEO, chairman and founder Jamie Salter highlighted that Champion has set the standard for quality and innovation for over a century, calling the acquisition a "significant milestone" for both Champion and Authentic.
He expressed confidence in accelerating Champion’s global growth with the support of partners like GearCo, BBC, and AMG Companies, while honouring the brand's heritage and driving innovation.
Tom Ripley and Lawrence Berger, partners and co-founders at Ames Watson shared their enthusiasm for the partnership, emphasising their expertise in apparel and operations: "Ames Watson is thrilled to partner with Authentic Brands Group to build on Champion's incredible legacy. 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."
Authentic's roadmap for Champion
Authentic outlined Ames Watson's "extensive experience" with iconic brands, noting plans to maintain the operational infrastructure that has made Champion's sports apparel division one of the industry's most successful licensed apparel companies over the past decade.
AMG Companies, another long-standing and trusted partner of Authentic, is all set to manage Champion's core business in the US and Canada through affiliates like High Life (activewear), Basic Resources (underwear and sleepwear), USA Legwear (legwear) and Fit for Life (fitness accessories), BBC (footwear) and Gildan (printwear).
"Each partner plays a key role in the next phase of Champion’s journey," Authentic stated."
Looking ahead, Authentic intends to expand Champion’s reach, announcing additional brand partnerships across new categories and territories, including Europe, Asia, and Australia in the coming months.
Moreover, Falic Group is expected to lead as Champion's primary partner for apparel and accessories in Central and South America, while IB Group will continue to strengthen the brand's omnichannel strategy to solidify its position in the Mexican market.
In early September, Authentic announced that its US partner, United Legwear & Apparel Co. (ULAC), will oversee Ted Baker's e-commerce operations in the UK, Europe, the US and Canada, with a relaunch planned for this autumn.
