Champion Expands Sports Legacy with New Licensing Deal

Champion, the legendary athletic wear brand with a rich history in sports and streetwear, is strengthening its connection to the game having secured rights to produce officially licensed apparel for the NFL, adding to its existing portfolio of league partnerships which include the NHL, MiLB and PLL.

Champion will debut a drop of exclusive, limited styles for the NFL and NHL at Fanatics Fest NYC 2025 this June. Fanatics Fest is the world’s largest arena for sports and collectibles that brings together fans and collectors of all ages, renowned athletes, and incredible leagues, teams and brands for an unparalleled celebration of all things sports, collectibles, and pop culture. Champion’s festival activation will showcase exclusive, co-branded fan gear that combines Champion’s iconic heritage with the authentic spirit of each league. Products will become available nationwide in major retailers, both in stores and online later this year, with specific distribution varying by league.

“Champion has been synonymous with sports for over a century, and this partnership is a natural evolution of the brand’s commitment to athletes and fans alike,” said Lawrence Berger, Cofounder of Ames Watson, the brand’s collegiate and sport partner. “We’re thrilled to collaborate with these powerhouse leagues to deliver premium apparel that fuses performance, heritage, and style.”

Each league’s product assortment will reflect its unique culture, combining Champion’s renowned craftsmanship with team colors, logos, and archival influences. This expansion further solidifies Champion’s position at the intersection of sport and lifestyle, catering to both die-hard supporters and trend-conscious consumers.

This brand milestone comes to life through the recently announced partnership between Authentic Brands Group (Authentic) and Ames Watson, a testament to the strength of their alliance. By leveraging Ames Watson’s deep retail expertise and Authentic’s global brand-building capabilities, Champion is positioned to unlock unprecedented opportunities in the sports apparel space. This partnership enables collaborations with industry leaders, paving the way for innovative strategies, ensuring that Champion continues to be a leader in the evolving sportswear market.

“Champion’s enduring legacy in sports has always been rooted in the pursuit of excellence,” said Jarrod Weber, President, Sports and Lifestyle at Authentic. “Our partnership with Ames Watson allows us to bring this legacy to life in new and exciting ways, seamlessly blending our craftsmanship with the rich traditions of the NFL and NHL. We are excited to offer fans premium apparel that speaks to their passion for the game while staying true to Champion’s timeless heritage.”
 

About Champion
Since 1919, Champion has offered a full line of innovative athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories. Today, 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. 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. Champion wants to inspire others to not just win, but to Champion a better tomorrow, and is dedicated to supporting creators by giving them a platform to tell their stories, support their values, and communities.

Learn more at champion.com.

About Authentic Brands Group
Authentic Brands Group (Authentic) is a unified platform that integrates M&A, licensing, brand strategy and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with best-in-class partners to optimize long-term value in the marketplace. Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 13,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.

About Ames Watson
Founded by Lawrence Berger and Tom Ripley in 2018, Ames Watson is a privately held holding company based in Columbia, Md. which purchases, transforms and partners with companies to create long term value. Ames Watson has over $2 Billion in annual revenue. Brands owned or invested in by Ames Watson include Lids, LidsU, Champion, South Moon Under, Mitchell & Ness, Ebbets Field, Zygo, Hungry and Margaux.