Authentic advances Chinese push for Champion
Authentic Brands Group is partnering Chinese fashion group Belle to drive Champion’s business in the Greater China market.
Belle Fashion has had the licensing rights for Champion's footwear and accessories since 2021, has now obtained the licence for Champion's clothing.
Josh Perlman, Authentic’s head of Greater China, said: “Belle Fashion has demonstrated a remarkable ability to understand the Champion brand and connect with Chinese consumers through extensive omnichannel customer engagement, digitalised and intelligent operation as well as agile and precise response across the value chain. We are excited about this journey together and look forward to further expanding Champion’s global footprint.”
Drawing inspiration from its classic heritage and based on evolving consumer demands and market trends, Champion will strengthen its dominance in core apparel categories and has established footwear as its second core growth driver.
Sheng Fang, CEO of Belle Fashion, said: “We will work together to inject new impetus into the development of Champion in China, continuously enhancing the brand’s influence and market share, and bringing more innovative products and experiences to Chinese consumers.”
Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. Its portfolio includes Shaquille O’Neal, Reebok, Nautica, Quiksilver, Billabong and Sperry.
