Australian apparel group Brand Collective will be the new licensed operating partner for Champion in Australia and New Zealand, taking over from the current license owners Hanes Australasia.
Authentic Brands Group confirmed the news in a press release today, saying the strategic partnership marks a significant milestone following Authentic’s acquisition of the Champion brand earlier this year.
Champion was sold by its now former owner HanesBrands in a transaction valued at over $1.2 billion. As part of this licensing swap, the sale of Champion’s Australia and New Zealand operations to Brand Collective is expected to close on Friday 31 January 2025. The business will continue as part of Hanes Australasia until the closing.
Brand Collective CEO David Thomas welcomed the brand to its current portfolio, which also includes the likes of Canada Goose, Reebok, Black Pepper and Elka Collective.
“Champion is an iconic brand with an incredibly rich heritage and this acquisition for the group represents a significant opportunity to leverage our resources and expertise to unlock Champion’s full potential in the ANZ market,” Thomas said.
Authentic Brands’ global president of sports and lifestyle Jarrod Weber said the deal will help expand Champion’s presence in the local region.
“As our licensee for Reebok, Brand Collective has demonstrated their expertise in managing and growing beloved brands across the region, making them the ideal partner for Champion,” Weber said. “We’re confident this partnership will deliver exceptional opportunities, from connecting with consumers in fresh ways to driving growth across key categories, and we look forward to inspiring and empowering our Champion community together.”
Champion was born in 1919 in New York, and today sells a full line of athletic apparel for men and women including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories.
In ANZ, the brand operates a dedicated website, alongside several standalone stores. It is also sold through various stockists, including Rebel Sport, Myer and SportsPower.
“Brand Collective has a proven track record of investing in – and growing – great Australian and international apparel brands, making it a great fit for our business,” Champion ANZ GM Sarah Flynn said. “I’m confident Champion will achieve great things as part of the Brand Collective portfolio and look forward to sharing in this next chapter with our loyal customers.”