Target Strikes Strategic Partnership With Champion, Offering Exclusive Activewear and Sporting Goods
Target Corp. has forged a strategic partnership with Champion, the active sportswear brand. The Champion collection for Target will encompass activewear and sporting goods for adults and kids. The line will be available in Target stores and on target.com, starting in August.
“When you combine Champion’s legacy in sportswear with Target’s style authority, the result is something special,” said Rick Gomez, executive vice president and chief commercial officer of Target. “We know our consumers love new and differentiated items, and this partnership is all about merging sport, style and culture in a relevant way that resonates with them. I can’t wait for everyone to experience this on-trend, high-quality and irresistibly affordable assortment with styles only at Target.”
In April, HanesBrands sold Champion to Authentic Brands Group for $1.2 billion, as reported.
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Featuring more than 500 pieces, this extensive line includes apparel, accessories and slides, as well as sporting goods, accessories and bags for adults and kids. The collection is infused with on-trend colors, exclusive premium fabrics, unique washes and detailed trims and the Champion logo. Most items retail for less than $40.
Following the August launch, a limited-time-only collection of classic, varsity-inspired apparel for women and men will arrive in September on target.com and in a dedicated space in the front of most Target stores.
“As one of the most recognizable names in apparel, Champion’s presence at Target — a retailer known for its strong connection to the consumer and intentional assortment — marks a significant moment,” said Jamie Salter, founder, chairman and chief executive officer of Authentic Brands Group. “This partnership underscores Champion’s enduring influence and strategic growth as we introduce the brand in a meaningful way through one of the most respected retailers in the market.”
This collection with Champion underscores Target’s ongoing strategy to forge meaningful partnerships with leading brands such as Apple, Disney, Kendra Scott, Levi’s and Ulta. Last year, Target had a limited-time collection with Diane von Furstenberg.
Target’s third-quarter profits fell 12.1 percent to $854 million from $971 million. Revenues for the third quarter rose 1.1 percent to $26.7 billion from $25.4 billion.
Gomez told analysts on a conference call in November that the apparel business perked up when temperatures came down.
“Unseasonably warm weather made for volatile weekly and regional trends, but in weeks when we saw cooler weather year-over-year, comp growth ranged from the low-single digits to the high-single digits in those regions. This gives us confidence that our seasonal offerings are resonating with consumers and as weather turns colder more consistently, this should bode well for our apparel sales trends,” said Gomez. Target will release its fourth-quarter earnings report on March 11.
