Authentic to Expand Position as a Global Leader in Sports and Entertainment Licensing
Authentic Brands Group “Authentic,” a global brand development, marketing, and entertainment platform, has signed a binding agreement to purchase the Champion Athleticwear brand and business from HanesBrands (NYSE:HBI). This strategic move demonstrates Authentic's commitment to expanding its portfolio of iconic sports, lifestyle, entertainment and media brands and will increase its system-wide annual retail sales to more than $32 billion worldwide.
Jamie Salter, Chairman and Chief Executive Officer of Authentic said, "We are excited to acquire Champion, a brand that shares our pioneering spirit. Over the last few years, the addition of new brands together with the expansion of live events has grown Authentic into a world leading sports and entertainment licensing company. Bringing Champion into the fold further expands our position in this space.”
Fusing heritage and innovation since 1919, Champion has played a pivotal role in shaping athletic wear, notably introducing the first hooded sweatshirt and the use of breathable mesh fabrics. Champion's iconic “C” logo allows for seamless collaborations with major global brands and designers, driving international appeal while maintaining its recognition. It currently operates in more than 90 countries, with more than 40% of its business hailing from outside North America. Champion continues to be a premier destination for athletic and casual offerings and has a robust collegiate program that serves as a vital touchpoint for younger generations.
"Our successful efforts igniting Reebok's momentum in sports have created a playbook to achieve a similar feat with Champion,” said Nick Woodhouse, President and Chief Brand Officer of Authentic. “With expansive reach, differentiated channel strategy and a balanced strength across its women’s and men’s businesses, Champion has profoundly influenced sports culture. This is the perfect time for the brand to make a significant impact as Women's sports continue to broaden their presence and fandom worldwide.”
Authentic plans to leverage its diverse and multifaceted platform of consumer verticals, along with its expertise in brand-building, to convert the Champion business into a licensed model. The company is in discussions with several existing and potential operators in key regions to manage the manufacturing, physical retail, e-commerce and wholesale operations of the business and maintain the brand’s global footprint.
The acquisition of Champion is subject to certain standard closing conditions, including regulatory approval, and is expected to be finalized in the second half of 2024.
J.P. Morgan Securities LLC and BofA Securities are acting as financial advisors and Latham & Watkins LLP is acting as legal advisor to Authentic.
HanesBrands has released a separate announcement, which can be viewed at HanesBrands Inc. - newsroom.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a unified platform that integrates M&A, brand strategy, creativity and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with best-in-class partners to optimize long-term value in the marketplace. Generating more than $29 billion in global annual retail sales, Authentic’s brands have an expansive retail footprint in 150 countries, including 13,000-plus freestanding stores and shop-in-shops and 400,000 points of sale.
Authentic’s portfolio includes Shaquille O’Neal®, David Beckham®, Sports Illustrated®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Sperry®, Rockport®, Eddie Bauer®, Boardriders®, Quiksilver®, Billabong®, Roxy®, DC Shoes®, RVCA®, Spyder®, Volcom®, Prince®, Izod®, Van Heusen®, Hart Schaffner Marx® and Thomasville®.
For more information, visitauthentic.com.
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About Champion®
Since 1919, Champion has offered a full line of innovative athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories. Today, as a lifestyle brand born from sport, Champion uses innovative design and state-of-the-art product testing to ensure uncompromised quality and innovative apparel for consumers. Beyond its products, the brand’s mission is to provide every Champion a canvas to live their true purpose; rooted in the belief that Champions are defined not by what they make, but by what they do with it. Champion wants to inspire others to not just win, but to Champion a better tomorrow, and is dedicated to supporting creators by giving them a platform to tell their stories, support their values, and communities.
Champion apparel can be purchased at department stores, sporting goods, specialty retailers, and at Champion.com. For more information, visit us at Facebook.com/Champion, follow us on Twitter @Championusa or on Instagram @Champion.
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