In a move intended to enhance its representation in professional sports, athleticwear brand Champion, a property of Authentic Brands Group, recently introduced a licensing agreement to produce official apparel for the National Football League (NFL). That announcement comes on the heels of Champion’s robust growth with league licenses, including the National Hockey League (NHL), Minor League Baseball (MiLB), and the Premier Lacrosse League (PLL).
Additionally, Champion will announce a collection of NFL and NHL exclusive, limited-edition apparel at Fanatics Fest NYC 2025 this month. Champion will have a festival activation showcasing its co-branded merchandise that connects Champion’s rich legacy with each league’s unique vibe.
Merchandise will be made available to consumers nationally later this year from a major retail chain and online, with more details available as each league releases its respective merchandise line. Each apparel line is designed to capture each league’s unique identity and culture while integrating the teams’ colors, logos, and vintage elements with Champion’s own brand heritage.
The news is related to a bigger plan motivated by the new partnership of Authentic Brands with Ames Watson, Champion’s collegiate and sports partner. The partnership is intended to bring Ames Watson’s retail capabilities, along with Authentic’s branding foundation, and turn Champion into an even bigger player in the sports apparel sector.
Jarrod Weber, president of sports and lifestyle at Authentic, stated, “We’re excited to provide fans with high-quality gear that fulfills their passion for the game by honouring Champion’s eternal promise of performance and style.”
