Champion (sportswear)

Last updated

Champion
Formerly
  • Knickerbocker Knitting Co.(1919–1930s)
  • Champion Knitting Mills Inc.(1930s–present)
Company type
Industry
Founded1919;106 years ago (1919)
FounderFeinbloom Brothers
Fate1989: Acquired by Sara Lee Corp., other owners since
Headquarters
Winston-Salem, N. Carolina
,
U.S.
Number of locations
38 stores (2021) [1]
Area served
Products
Parent
Website champion.com

Champion (also stylized as Champion U.S.A.) is a clothing brand specializing in sportswear, owned and marketed by Authentic Brands . The company was originally based in Rochester, New York, prior to its acquisition by Sara Lee in 1989. [2]

Contents

Products manufactured and sold by Champion include casual wear clothing (t-shirts, hoodies, sweatpants, shorts, jackets, underwear), hosiery (leggings, socks), footwear (sandals, sneakers) and accessories (bags, hats, collectibles).

History

The company was established in 1919 by the Feinbloom Brothers as "Knickerbocker Knitting Company." [3] The company soon signed an agreement with the Michigan Wolverines to produce uniforms for their teams. In the 1930s the company was renamed "Champion Knitting Mills Inc.", producing sweatshirts and hoodies. Soon after, Champion products were adopted by the US Military Academy to be used during training exercises and physical education classes. [4]

Champion was acquired by Sara Lee Corporation in 1989. [5] Champion produced uniforms for all the NBA teams during the 1990s and some NFL teams during the 1970s to the 1990s, for both on-field and retail purposes. It has also produced sportswear for many major colleges. [6] Champion was also the uniform manufacturer of the Olympic basketball team that competed at the 1992 Summer Olympics. [4]

From 2008, Champion produced kits for Premier League side, Wigan Athletic F.C., the Welsh national men's soccer team and jerseys for the Greek national men's basketball team, [7] also Pallacanestro Cantù, in Italy.

Champion supplied the football uniforms for the Notre Dame Fighting Irish. In 2001, Notre Dame signed an exclusive five-year agreement with Adidas, which ended the partnership that Champion had previously enjoyed with the university for more than fifty years. [8]

In June 2024, Hanesbrands announced plans to sell the Champion brand to Authentic Brands for $1.2 billion. [9] On October 1, it was announced that the transaction had been completed. [10] Champion's CHAMPION TEAMWEAR is now owned by Unrivaled Teamwear, which is a brand partner for the champion's team apparel similar to how Under Armour's licensed apparel is handled. The parent company of Unrivaled Teamwear is Authentic who owns Champion. [11]

Sponsorships

Basketball

Past sponsorships

In the past, Champion manufactured uniforms mostly for basketball and American football teams, most notable its long-time partnership with the National Basketball Association (NBA) that extended until 2004, when Reebok took over. [13] Champion also sponsored International association FIBA until 2017. [14]

Below are lists of some of them, organized by sport:

Gridiron football

1994 Buffalo Bills' Jim Kelly jersey made by Champion Pro Football Hall of Fame (23945068597).jpg
1994 Buffalo Bills' Jim Kelly jersey made by Champion

Soccer

Basketball

Indiana Pacers' Jamaal Tinsley jersey by Champion, worn in 2001 Indiana pacers jamaal tinsley jersey.jpg
Indiana Pacers' Jamaal Tinsley jersey by Champion, worn in 2001

Lacrosse

Merchandising licenses

Replica jersey uniforms made by Champion in the licensed sports business:

References

  1. ↑ Authentic Brands (December 29, 2025). "Find a Champion store". Champion United Kingdom . Archived from the original on December 27, 2025. Retrieved December 27, 2025.
  2. ↑ Key, Janet (February 14, 1989). "Sara Lee Adds Champion Sportswear To Wardrobe". Chicago Tribune . Archived from the original on March 18, 2025. Retrieved January 17, 2020.
  3. ↑ Wilson, Denis (April 3, 2012). "The History of the Hoodie". Rolling Stone . Archived from the original on June 3, 2019. Retrieved December 8, 2022.
  4. 1 2 "About Us | Our Heritage". Champion United Kingdom . Archived from the original on September 5, 2025. Retrieved December 27, 2025.
  5. ↑ Robb, Gregory A. (February 14, 1989). "Champion Products Accepts Bid" . The New York Times . Archived from the original on March 21, 2020. Retrieved December 27, 2025.
  6. ↑ JARochNY (October 21, 2010), Abraham and William Feinbloom, Champion Products, Inc., archived from the original on December 21, 2021, retrieved June 5, 2018
  7. ↑ "Champion presents the new Greek national basketball team jersey". Archived from the original on July 8, 2011.
  8. ↑ Cohen, Ed (July 22, 2005). "Adidas allegiance". Notre Dame Magazine . Archived from the original on October 21, 2020. Retrieved June 5, 2018.
  9. ↑ Conlon, Sean (June 5, 2024). "Hanesbrands to sell Champion brand to Authentic Brands in $1.2 billion deal". CNBC . Archived from the original on June 5, 2024. Retrieved June 5, 2024.
  10. ↑ Singh, Prachi (September 30, 2024). "Authentic completes Champion acquisition, announces new brand partners" . FashionUnited . Archived from the original on October 7, 2024. Retrieved October 4, 2024.
  11. ↑ "Parent company of Champion Teamwear, Gear for Sports and Knights Apparel". Unrivaled Teamwear. Archived from the original on April 27, 2025. Retrieved November 6, 2024.
  12. ↑ Arsenis, Damien (March 20, 2020). "Champion replaces First Ever as NBL apparel partner". The Pick and Roll. Archived from the original on September 20, 2020. Retrieved December 28, 2025.
  13. 1 2 Sandomir, Richard (August 2, 2001). "PLUS: SPORTS BUSINESS; Reebok Signs Deal With N.B.A." . The New York Times . Archived from the original on February 9, 2021. Retrieved December 27, 2025.
  14. ↑ Mies, Suiza (February 27, 2017). "FIBA firma alianza estratégica con la icónica marca Nike" [FIBA signs strategic alliance with the iconic Nike brand]. FIBA (in Spanish). Beaverton, Oregon. Archived from the original on June 7, 2023. Retrieved December 28, 2025.
  15. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "1993 Chicago Bears". The Gridiron Uniform Database. Archived from the original on May 14, 2021. Retrieved December 28, 2025.
  16. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "1994 Chicago Bears". The Gridiron Uniform Database. Archived from the original on May 14, 2021. Retrieved December 28, 2025.
  17. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "1995 Chicago Bears". The Gridiron Uniform Database. Archived from the original on May 16, 2022. Retrieved December 28, 2025.
  18. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "Cincinnati Bengals". The Gridiron Uniform Database. Archived from the original on November 17, 2022. Retrieved December 28, 2025.
  19. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "Buffalo Bills". The Gridiron Uniform Database. Archived from the original on April 22, 2024. Retrieved December 28, 2025.
  20. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "Indianapolis Colts". The Gridiron Uniform Database. Archived from the original on August 4, 2024. Retrieved December 28, 2025.
  21. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "Atlanta Falcons". The Gridiron Uniform Database. Archived from the original on May 28, 2023. Retrieved December 28, 2025.
  22. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "New York Jets". The Gridiron Uniform Database. Archived from the original on June 7, 2023. Retrieved December 28, 2025.
  23. ↑ Schaefer, Bill; Brulia, Tim; Schmitt, Larry; Holecko, Rob; Snelick, Austin. "New Orleans Saints". The Gridiron Uniform Database. Archived from the original on February 4, 2024. Retrieved December 28, 2025.
  24. ↑ Morrison, Dave. "New York Cosmos Jerseys". NASL Jerseys. Archived from the original on August 28, 2016. Retrieved December 28, 2025.
  25. ↑ Thomaselli, Rich (August 1, 2001). "Reebok lands $200 million+ NBA deal". Ad Age . Archived from the original on May 20, 2024. Retrieved December 28, 2025.


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