HanesBrands partners with the University of Texas

By

Jennifer Braun

Published
Oct 11, 2021

Global apparel manufacturer HanesBrands, which owns the iconic Champion and Hanes brands, announced last week a new partnership with The University of Texas at Austin to be one of its primary apparel partners. 

The 10-year strategic agreement includes the development of a consumer-driven collection of fan apparel for Longhorn fans and awards exclusive rights in the mass, campus and local channels through 2032. 
    
As part of the partnership a new, one-of-a-kind Champion shop experience at The Co-op in Austin has equally been inaugurated. The company’s award-winning design center of excellence created “Red River Showdown” apparel that highlight the unique traditions of the rivalry. The designs are expected to be the first of many retail programs expected during the 10-year deal.

Texas joins the University of Georgia, University of North Carolina, University of South Carolina, The Ohio State University, and University of Cincinnati as primary apparel partners with HanesBrands. Meanwhile, Texas will continue its partnership with Nike as the provider of performance products and specific fan merchandise for the Longhorns’ Athletics programs.

“Texas Athletics and Longhorn fans represent the spirit, tradition and leadership embodied by our Champion brand, and we are excited to be a part of this innovative apparel strategy,” said John Fryer, HanesBrand’s president of sports apparel.

“In addition to the experiential Champion shop at The Co-op, we are delivering exceptional assortments of Longhorns gear to more than 750 national retailers’ store locations. And we look forward to building on our promise of quality and fashion for Texas fans.”

The new partnership with Hanesbrands follows a detailed analysis of the Texas trademark licensing program and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC.

“HanesBrands is committed to significantly expanding the assortment and distribution of Texas merchandise, which complements our fan-focused licensed merchandise strategy,” said Drew Martin, executive senior associate athletics director for external affairs at UT-Austin. 

“We selected HBI because the company is invested in a true brand partnership with the university and Texas Athletics as we work to provide ‘A Selection As Big As Texas’ for Longhorn fans. We have already seen a very positive fan response to the HanesBrand apparel – with near record sales on our first football gameday.”