Authentic Brands Group (Authentic), a global brand development and licensing company, today announced Brand Collective as the new licensed operating partner for Champion in Australia and New Zealand. This strategic partnership marks a significant milestone following Authentic’s acquisition of the Champion brand earlier this year, setting the stage for an exciting new chapter of growth and innovation in the region.
“I am delighted to welcome Champion into the Brand Collective portfolio where we pride ourselves on strengthening brands and their stories. 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,” said David Thomas, Chief Executive Officer of Brand Collective.
“We are pleased to expand Champion’s presence in Australia and New Zealand through this new partnership with Brand Collective. 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. 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,” said Jarrod Weber, Global President, Sports & Lifestyle at Authentic.
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. It has offered a full line of innovative athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories since 1919. 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.
“I am excited to see Champion join the Brand Collective team. 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. 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,” said Sarah Flynn, General Manager of Champion Australia and New Zealand.
As one of the largest retail groups in Australia, Brand Collective has vast expertise distributing local and international brands. It is the current operating partner of brands like Canada Goose, Reebok, Clarks, Hush Puppies, and Superdry and owns beloved brands, including Shoes & Sox, Volley, Julius Marlow, Elka Collective, Black Pepper, Yarra Trail and Review. The group also operates Designworks, supplying to major department and chain stores across Australia and New Zealand.
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.
Contact details:
Champion Australia and New Zealand:
Sheleen Jegasothy, Head of Marketing Champion AU NZ
0413 090 085, sheleen.jegasothy@hanes.com
Brand Collective:
Shadiya Hocking, GM of Marketing
0487 559 698, shocking@brandcollective.com.au
Authentic Brands Group/Champion Global:
Haley Steinberg, SVP PR and Communications
+1 (814) 882-2913, hsteinberg@authentic.com
