L’amy America announced a multi-year extension of its Champion licensing agreement in partnership with Authentic Brands Group, according to a press release sent to Fashion Dive.
The eyewear company will continue to design, manufacture and distribute Champion’s optical and sunglass products for men, women and youth, per the release. The extension is a continuation of an agreement first announced in 2015, though a timeline of the extension was not disclosed.
Champion eyewear dedicates 45% of its offerings to men, 30% to youth and 25% to women, per the release.
“The extended partnership with L’amy America allows us to bring Champion’s iconic spirit of innovation and comfort to even more consumers across generations,” Steve Robaire, Authentic’s executive vice president of Reebok and Champion, said in the release. “Together, we’ll keep pushing the boundaries of design and performance in eyewear, staying true to Champion’s legacy while meeting the evolving needs of today’s active, fashion-conscious individuals.”
Authentic acquired the Champion brand and business from HanesBrands in June in a deal valued at $1.2 billion. Since then, Authentic has named multiple licensing partners for the brand.
In October, Authentic announced that Ames Watson would oversee Champion’s collegiate apparel business through GearCo, which is managed and operated by Ames Watson. In addition, Authentic said AMG Companies will manage Champion’s core U.S. and Canada business through affiliates including High Life for activewear, Basic Resources for underwear and sleepwear, USA Legwear for legwear and Fit for Life for fitness accessories.
BBC is handling Champion’s U.S. and Canada footwear, while Gildan Activewear is managing printwear for those countries. In Central and South America Falic Group is Champion’s primary partner for apparel and accessories. Meanwhile, long-term Champion partner IB Group is continuing to manage the brand in Mexico.
“Champion is one of the world’s most well-known, sport-lifestyle brands, and is leading the industry in digitally connecting with multiple consumer generations,” Stephen Rappoport, CEO of L’amy America, said in the release. “We are so pleased to confirm the new partnership with Authentic and look forward to many more years of Champion growth.”
L’amy America also has licensing deals with Ann Taylor, Ben Sherman, Nicole Miller and Authentic-owned Sperry.
