Authentic Brands Group completes acquisition of Champion
Authentic, the parent company of brands such as Billabong, Hunter and Nautica, has finalised its acquisition of athleticwear brand Champion.
The company has acquired the business from Hanes Brands for $1.2 billion. The move marks the second-largest brand acquisition in Authentic’s history.
Champion generates nearly $3 billion in global retail sales annually and is set to expand under the new ownership.
Champion’s long-term US collegiate apparel business will be carried forward under a new license granted to GearCo following the acquisition, which will be managed and operated by Ames Watson with Fanatics as an investor.
Meanwhile, AMG Companies, a long-standing partner of Authentic, will manage Champion’s core business in the US and Canada through its affiliates.
Jamie Salter, founder, chairman and chief executive of Authentic, said: “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 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.”
Champion is available in more than 90 countries with nearly half of its business coming from international customers. To build on this, Authentic will be announcing additional brand partnerships across new categories and territories, including Europe, Asia, and Australia in the coming months.
Nick Woodhouse, president and chief brand officer of Authentic, said: “We are proud to welcome Champion to the Authentic family and tap into the brand’s unstoppable spirit.
“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.
