Champion
Authentic Brands Group · United States
Champion is an American sportswear brand founded in Rochester, New York, in 1919 and known for its Reverse Weave sweatshirts and hoodies. Hanesbrands sold it to Authentic Brands Group in 2024, moving the label from an operating apparel company to a brand licensing model.
| Founded | 1919, Rochester, New York |
|---|---|
| Founders | Simon Feinbloom and sons |
| Owner | Authentic Brands Group (since 2024) |
| Previous owner | Hanesbrands |
| Signature product | Reverse Weave sweatshirt |
| Segment | Athletic and casual wear |
| Website | champion.com |
What is Champion?
Champion is a US athletic and casual wear brand selling sweatshirts, hoodies, T-shirts, shorts, sweatpants, footwear and accessories. Since 2024 it has belonged to Authentic Brands Group, the New York brand owner that lists Champion in its portfolio and works with licensees and regional partners to make and sell the products.
History
The company began on 6 May 1919 as the Knickerbocker Knitting Mills in Rochester, founded by Simon Feinbloom and his sons. It was renamed Champion Knitwear Mills in the early 1920s. A salesman's observation that cotton sweatshirts shrank led to cutting fabric on the cross grain, patented in 1938 and later known as Reverse Weave. Champion's 'sideline parka' for athletes is credited as an early form of the hoodie. The stylised 'C' logo arrived in 1956. Sara Lee bought the business in 1989 and it later passed to Hanesbrands. In 2024 Hanesbrands sold Champion to Authentic Brands Group in a deal announced at 1.2 billion dollars.
Products and positioning
Champion is a mid-market brand with strong heritage in college and team sports. It supplied NBA uniforms in the 1990s and holds licences for leagues such as the NFL and NHL. The Reverse Weave hoodie entered the permanent collection of the Museum of Modern Art in 2018, and collaborations with labels such as Vetements helped revive its streetwear appeal.
Business model and distribution
Under Authentic, Champion follows an asset-light licensing model: partners handle design, production and distribution in specific categories and regions. Products reach consumers through sporting goods and mass retailers, including a large collection at Target from 2025, alongside branded stores in markets such as Europe and Asia and online sales.
Why it matters
Champion shows how a heritage manufacturing brand can be repositioned through ownership change. Its move from Hanesbrands to Authentic Brands Group is one of several recent transfers of well-known sportswear labels into licensing-led brand platforms.
Frequently asked questions
Who owns Champion?
Champion is owned by Authentic Brands Group. Hanesbrands agreed in June 2024 to sell the brand to Authentic and the transaction was completed later in 2024.
Is Champion an American brand?
Yes. Champion was founded in 1919 in Rochester, New York, as the Knickerbocker Knitting Mills and has been an American sportswear name for more than a century.