It is a weird feeling when you realize that the hoodie you’ve worn for three years—the one with the iconic little "C" on the wrist—technically changed hands while you were sleeping. People still think of Champion as that classic American heritage brand tucked away in the North Carolina woods under the Hanes umbrella. Honestly, that hasn't been the case for a while now.
If you’re looking for the short answer: Authentic Brands Group (Authentic) is the new owner of Champion.
They officially closed the deal to buy the brand from HanesBrands Inc. on September 30, 2024. It wasn't a small transaction, either. We’re talking about a $1.2 billion price tag, with the potential to climb even higher—up to $1.5 billion—if the brand hits certain performance targets.
The $1.2 Billion Handshake
For years, HanesBrands treated Champion like its star player. But lately, things got kinda messy. Sales were dipping—down as much as 30% in the U.S. at one point—and Hanes was buried under a mountain of debt. They needed a win, and selling off their second-largest brand was the fastest way to get it.
Enter Jamie Salter, the CEO of Authentic Brands Group. If you don't know Authentic, you definitely know what they own. They are basically the "brand whisperers" of the corporate world, snatching up names like Reebok, Brooks Brothers, Forever 21, and Quiksilver. They don't really make the clothes themselves; they buy the names and then license them out to people who do.
Why Hanes let it go
Basically, HanesBrands wanted to go back to what they do best: underwear. They wanted to focus on bras, socks, and T-shirts (the Hanes and Maidenform side of things) and use the cash from the Champion sale to pay down about $1 billion in debt.
Interestingly, while the world was watching the Champion deal, HanesBrands itself ended up being acquired by Gildan Activewear in late 2025. It’s been a massive game of musical chairs in the apparel industry lately.
Who is actually making your Champion gear now?
This is where it gets a bit technical but stays interesting. Authentic Brands Group doesn't operate like a traditional clothing company. They don't have a giant factory with a "Champion" sign on the front. Instead, they use a licensing model.
Once they bought the intellectual property, they immediately carved up the brand and handed the keys to different partners:
- AMG Companies: These guys now manage the core business in the U.S. and Canada. If you buy a Champion sweatshirt at a major retailer today, AMG probably had a hand in it.
- GearCo (Ames Watson): They took over the massive "Champion Teamwear" and collegiate apparel side. If you see a college bookstore selling Champion-branded hoodies with a university logo, that’s GearCo’s territory.
- BBC International: They handle the footwear.
- Gildan: They are the primary partner for "printwear"—basically the blank hoodies and tees that screen-printing shops use.
It’s a fragmented way to run a business, but for Authentic, it’s a goldmine. They collect the royalty checks while the partners handle the logistics of sewing and shipping.
The "Reebok Playbook"
You might wonder if this means Champion is going to become "cheap." It’s a valid concern. When a brand moves to a licensing model, quality can sometimes fluctuate. However, Authentic’s President, Nick Woodhouse, has been pretty vocal about using the "Reebok Playbook."
When they bought Reebok from Adidas, everyone thought the brand was dead. Authentic managed to pivot it back into the cultural conversation by leaning into nostalgia and high-end collaborations. They want to do the same for Champion. They aren't looking to put the "C" logo on grocery store aisles; they want to keep it in that "premium athletic" space that made it famous in the 90s.
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A bit of history for context
It’s easy to forget that Champion started as the Knickerbocker Knitting Co. back in 1919. The Feinbloom brothers were the ones who originally built it in Rochester, New York. They actually invented the reverse weave hoodie—the heavy-duty construction that prevents shrinking.
Before HanesBrands got a hold of it, the brand was owned by Sara Lee Corporation. Yeah, the cheesecake people. They bought it in 1989 and then spun off their apparel division (which became HanesBrands) in 2006. So, the brand has been through several corporate identities. This move to Authentic is just the latest chapter in a century-long saga.
What this means for you
For the average person, not much changes on the surface. You can still find the gear at Dick’s Sporting Goods, Foot Locker, and online. But behind the scenes, the strategy is shifting from a manufacturing-first approach to a marketing-first approach.
Authentic is much more aggressive with digital trends and influencer deals than Hanes ever was. Expect to see more "limited drops" and collaborations with high-fashion designers. They are betting that the "C" logo still has enough "cool factor" to carry the brand through another decade.
Actionable Insights for the Savvy Consumer:
- Check the labels: If you are a fan of the "old" Champion quality, keep an eye on the "Reverse Weave" line. Authentic knows this is their "heritage" product and typically maintains higher standards for this specific collection compared to basic entry-level tees.
- Watch the collaborations: Since the ownership change, keep an eye out for more niche collabs. Authentic thrives on partnership energy, so we’ll likely see Champion paired with unexpected brands in the streetwear and luxury space.
- Verify the seller: With a licensing model, you might see "Champion" gear popping up in more places. Ensure you're buying from authorized retailers to avoid the inevitable influx of low-quality licensed knock-offs that often follow a major acquisition.