Authentic Brands inks ANZ region partnership for Champion brand

Authentic Brands Group announced on Wednesday it has partnered with Brand Collective as licensing partner for the Champion brand in Australia and New Zealand.

The New York-based management firm said the new partnership with the Australia-based distributor marks a significant milestone following Authentic’s acquisition of the Champion brand earlier this year, as it looks to further grow and innovate the sportswear brand in the ANZ region.

“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,” said Jarrod Weber, global president, sports and lifestyle at Authentic.

“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.”

Brand Collective is one of the largest retail groups in Australia and is the current operating partner of brands like Canada Goose, Reebok, Clarks, Hush Puppies, and Superdry. The company also owns several brands, including Shoes & Sox, Volley, Julius Marlow, Elka Collective, Black Pepper, Yarra Trail and Review, and operates Designworks, a supplier to major department and chain stores across Australia and New Zealand.

“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.

The sale of Champion’s Australia and New Zealand operations to Brand Collective is expected to close on January 31, 2025. The business will continue as part of Hanes Australasia until the closing.