Who Owns Champion?

Champion was founded in 1919 by the Feinbloom brothers in Rochester, New York, as the Knickerbocker Knitting Company. The company initially produced sweatshirts and other athletic wear, establishing itself as a supplier of team uniforms and athletic apparel for colleges and universities. This founding vision demonstrated exceptional insight into the growing demand for quality athletic apparel while establishing a distinctive brand identity that would define sportswear for generations.

Throughout the 1920s and 1930s, Champion expanded its product lines and became known for innovative athletic wear designs. The company introduced the first reversible T-shirt and developed the sweatshirt as we know it today, establishing itself as a pioneer in athletic apparel manufacturing. This period of innovation demonstrated Champion's exceptional ability to create functional athletic wear while establishing a competitive advantage in the emerging sportswear market.

In 1989, Sara Lee Corporation acquired Champion, bringing the brand under corporate ownership and expanding its global reach. Under Sara Lee's ownership, Champion grew into a major international sportswear brand with presence in multiple markets. This corporate ownership provided Champion with the resources necessary for global expansion while maintaining its core brand identity and athletic heritage.

In 2024, Authentic Brands Group acquired Champion from HanesBrands (which had previously acquired Champion from Sara Lee), marking the beginning of a new chapter in the brand's history under ABG's brand management expertise and licensing-focused business model. This strategic acquisition demonstrated Authentic Brands Group's exceptional ability to identify heritage brands with strong brand equity while providing the resources necessary for brand revitalization and continued growth in the competitive sportswear market.