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Few logos are as instantly recognizable as Champion’s iconic “C” patch, a mark that’s outlasted more than a century of shifting fashion trends. The brand behind the first hooded sweatshirt has recently changed hands entirely, and it’s worth understanding what that means for the Champion apparel you know and love. Here’s a full breakdown of Champion’s history, its major 2024-2025 ownership change, and whether it’s still worth buying today.
What Is Champion?
Champion is an American athletic and lifestyle apparel brand founded in 1919 by the Feinbloom Brothers as the Knickerbocker Knitting Company, originally based in Rochester, New York. The company signed an early agreement to produce uniforms for the University of Michigan Wolverines, and by the 1930s had rebranded as Champion Knitting Mills, becoming known for heavy-duty sweatshirts, including uniforms for the US Military Academy at West Point. Champion has played a genuinely pioneering role in athletic apparel history, credited with introducing the first hooded sweatshirt and pioneering the use of breathable mesh fabric, innovations that shaped how athletic wear developed industry-wide.
Champion’s corporate ownership has changed hands several times over the decades. Sara Lee Corporation acquired Champion in 1989, and the brand later became part of Hanesbrands Inc. when Sara Lee spun off its branded apparel business in 2006. In one of the most significant recent developments for the brand, HanesBrands officially sold Champion to Authentic Brands Group in 2024, following a period of declining sales that saw Champion’s global revenue drop 26% in the first quarter of 2024 alone. Authentic Brands Group, a brand management company that also owns labels including Reebok, Brooks Brothers, Eddie Bauer, and Nine West, has stated the acquisition is part of its strategy to expand its sports, lifestyle, and entertainment brand portfolio, which now generates more than $32 billion in worldwide system-wide annual retail sales.
What Does Champion’s New Ownership Mean?
Under Authentic Brands Group, Champion has continued operating with its established design identity, including its “Champions for Champion” storytelling campaign and continued retail presence at major partners like Target. Champion currently operates in more than 90 countries, with more than 40% of its business coming from outside North America, and maintains a robust collegiate apparel program that continues to connect the brand with younger consumers. Authentic Brands Group has publicly emphasized Champion’s century-long pioneering spirit as a key reason for the acquisition, suggesting continued investment in the brand’s heritage positioning rather than a significant shift away from its athletic and lifestyle roots.
What Does Champion Sell?
Hoodies & Sweatshirts
Champion’s founding and most iconic category, credited with introducing the first hooded sweatshirt, and still a core pillar of the brand’s current lineup across both classic and modern fits.
T-Shirts & Tops
Casual and athletic tees featuring the brand’s recognizable “C” logo and script branding, available in a wide range of colors and fits.
Joggers & Bottoms
Sweatpants and joggers designed with the same heritage athletic aesthetic as the brand’s tops, popular for both casual wear and light activewear use.
Performance & Activewear
Athletic gear designed for genuine workout use, building on Champion’s history of technical innovation in fabric and construction.
Collegiate Apparel
A dedicated collegiate licensing program producing branded apparel for colleges and universities, a category that has remained an important touchpoint for the brand across generations.
Accessories
Bags, hats, and small accessories designed to complement Champion’s core apparel lines.
Is Champion Good Quality?
Champion has built more than a century of credibility around durable, heavyweight athletic apparel, a reputation that traces directly back to its early work producing military and collegiate uniforms that needed to hold up to genuine physical use. The brand’s introduction of foundational innovations like the hooded sweatshirt and mesh fabric technology reflects real, lasting contributions to how athletic apparel is designed industry-wide, not just marketing history.
Following its 2024 sale to Authentic Brands Group after a period of declining sales under HanesBrands, it’s reasonable for shoppers to watch how the brand’s product quality and design direction evolve under new ownership. Authentic Brands Group’s stated emphasis on Champion’s pioneering heritage suggests an intent to reinvest in the brand’s core strengths, though as with any major ownership transition, it’s worth checking current reviews on specific product lines as new collections roll out under the new ownership structure.
Champion’s Collegiate and Cultural Legacy
Beyond its retail apparel, Champion has maintained a particularly strong connection to college sports and collegiate licensing over the decades, a relationship that dates back to its very first business agreement producing uniforms for the University of Michigan in 1919. This collegiate program has remained a meaningful part of Champion’s identity and continues to serve as a touchpoint connecting the brand with younger consumers, reinforcing its position as a heritage brand rather than a purely trend-driven label.
How Does Champion Compare to Other Heritage Athletic Brands?
| Feature | Champion | Typical Athletic Heritage Competitor |
|---|---|---|
| Founded | 1919, Rochester, New York | Varies |
| Key innovation | First hooded sweatshirt, mesh fabric pioneer | Varies |
| Current ownership | Authentic Brands Group (since 2024) | Varies |
| Global reach | 90+ countries, 40%+ business outside North America | Varies |
| Collegiate program | Extensive, dating back to 1919 | Varies |
| Retail partners | Target and other major retailers | Varies |
Tips for Buying Champion
- Stick with core hoodies and sweatshirts for the most reliable, historically well-regarded category in the brand’s lineup
- Check the collegiate collection if you want licensed university apparel with genuine brand heritage behind it
- Watch for new collections under Authentic Brands Group’s ownership, since design direction may continue to evolve
- Compare Target and other retail partners for availability and pricing, since Champion maintains broad retail distribution
- Read current reviews on newer releases given the brand’s recent ownership transition, to gauge how quality may be evolving
Final Verdict: Is Champion Still Worth It?
More than a century after introducing the world’s first hooded sweatshirt, Champion remains a genuinely foundational name in athletic apparel history, and its recent acquisition by Authentic Brands Group signals renewed investment in the brand’s heritage positioning after a challenging stretch under previous ownership. With deep collegiate roots, real historical innovation behind its core products, and continued global retail presence, Champion’s classic hoodies and sweatshirts remain a solid choice for anyone who wants genuinely iconic, heritage-driven athletic wear.
Frequently Asked Questions
When was Champion founded? Champion was founded in 1919 as the Knickerbocker Knitting Company by the Feinbloom Brothers, later becoming known as Champion in the 1930s.
Who owns Champion now? Champion is currently owned by Authentic Brands Group, which officially acquired the brand from HanesBrands in 2024.
Why did HanesBrands sell Champion? HanesBrands sold Champion following a period of declining sales, with the company stating the move would help it focus on its core innerwear business while positioning Champion for long-term growth under new ownership.
What did Champion invent? Champion is credited with introducing the first hooded sweatshirt and pioneering the use of breathable mesh fabric in athletic apparel.
Is Champion still a good quality brand? Champion has a long-standing reputation for durable, heritage athletic apparel; as with any brand under new ownership, it’s worth checking current reviews on newer product lines released under Authentic Brands Group.
Does Champion make collegiate apparel? Yes, Champion has a long-running collegiate licensing program dating back to its earliest days producing uniforms for the University of Michigan in 1919.
