Authentic names licensing, management partners for Champion

Authentic Brands Group has named licensing partners for the Champion brand after the company’s previously announced deal with HanesBrands closed, according to a press release Monday.

Authentic turned over management responsibilities for Champion’s collegiate and teamwear business to investment firm Ames Watson. 

Through the deal, Ames Watson will oversee the collegiate apparel business through GearCo, which is managed and operated by Ames Watson. Ames Watson’s teamwear division also includes Gear for Sports, Knights Apparel and Champion Teamwear. It also manages Lids and Fan Outfitters. In a separate release, Tom Ripley, partner and co-founder of Ames Watson, said Champion is a “perfect fit,” for its portfolio.

Meanwhile, AMG Companies will manage Champion’s core business in the U.S. and Canada through its affiliates, including High Life for activewear, Basic Resources for underwear and sleepwear, USA Legwear for legwear, and Fit for Life for fitness accessories, per the release.

BBC will handle Champion footwear in the U.S. and Canada, and Gildan Activewear will manage printwear in the region.

Falic Group will become Champion’s primary partner for apparel and accessories in Central and South America. The IB Group, which has been a Champion partner for more than four years, will continue its management of the brand in Mexico, per Authentic’s release.

“We are proud to welcome Champion to the Authentic family and tap into the brand’s unstoppable spirit,” Nick Woodhouse, president and chief brand officer of Authentic, said in the release.

HanesBrands’ sale of Champion was initially announced in June. Steve Bratspies, HanesBrands CEO, said in a news release that the company expects to use proceeds from the deal to help pay down $1 billion in debt.

The activewear brand had consistently been a pain point for HanesBrands. Post-sale, the company is focusing on its innerwear business.