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Authentic acquires Champion, completing second-largest acquisition to date

Chloe Burney
01 October 2024

Authentic Brands Group, the owner of Ted Baker and Quiksilver to name a few, has finalised the acquisition of athleticwear brand Champion.

As the second-largest brand acquisition in Authentic’s history, Champion generates nearly £2.25 billion ($3 billion) in global retail sales annually. This acquisition enhances Authentic’s position as the largest sports and entertainment licensing company.

Authentic will "expand Champion’s global presence by building on its legacy as a trailblazer in athleticwear". For instance, building on its heritage of inventing the hoodie in the 1930s (when Champion went by the name Knickerbocker Knitting Company).

Jamie Salter, Founder, Chairman and CEO of Authentic, said: "Champion has set the standard for quality and innovation for over a century.

"This acquisition marks a significant milestone, not just for Champion, but for Authentic as well. With the strong backing of our partners at GearCo, BBC and AMG Companies, we’re in a prime position to accelerate Champion’s growth globally. Together, we’ll honour its rich heritage while driving innovation and expanding its reach to new markets and consumers. We look forward to shaping the future of this iconic brand."

Champion is available in more than 90 countries, with nearly half of Champion's business originating from international consumers. Building on this success, Authentic plans to announce additional brand partnerships across new categories and territories, including Europe, Asia, and Australia in the coming months.

Nick Woodhouse, President and Chief Brand Officer of Authentic, added: "We are proud to welcome Champion to the Authentic family and tap into the brand’s unstoppable spirit.

"As the originator of the sweatshirt and a pioneer in activewear, Champion holds a legendary place in history. With a bold plan for the future, we’re ready to build on that legacy alongside our incredible partners, driving the brand forward and continuing to inspire athletes and active lifestyles for years to come."

This news follows Authentic's struggle with its brand Ted Baker in recent months. The US brand group, which also owns big names such as Reebok and Juicy Couture, operates on a licensing model.

The company behind Ted Baker's UK business, No Ordinary Designer Label Limited (NODL), was placed into administration in March. Authentic blamed the failure of Ted Baker's UK arm on the partner chosen to run its stores and e-commerce platform in the UK and EU.

Despite the administration of the UK business, Authentic remains the owner of the brand's intellectual property. It has previously said it remains committed to the brand and actively seeks a new partner for the UK.

In August, the group announced a new partnership with its longstanding partner United Legwear & Apparel Co. (ULAC) to "restore its digital destination" for Ted Baker.


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