HBI will design, manufacture, and distribute an expansive collection of men’s, women’s, unisex, youth, infant and toddler fan apparel. In addition, HBI will create special activations and enhanced retail presentations. The partnership extension with HBI follows a detailed analysis of the University of California trademark licensing programme and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC.

The deal broadens the university’s retail footprint and includes the company’s iconic Champion and HBI, the eco-forward Alternative Apparel brand and the garment-dyed ComfortWash brand. The University of California, Berkeley joins the University of Southern California, University of Texas, The Ohio State University, University of North Carolina, University of Georgia, Villanova, and University of Tennessee, among others, that have primary apparel partnerships with HBI, the company said in a press release.

“The University of California’s legacy and our flagship brands are key to this strategic partnership that broadens the university’s retail access. We also have a shared commitment to improving the lives of people and protecting the planet. Our commitment to responsible, transparent manufacturing is ingrained in everything we do, as is our focus on continuous improvement of our environmental performance,” John Fryer, president of licensed sports apparel for HBI, said.

“We are excited to enter into a long-term partnership with the University of California. The Champion brand’s worldwide appeal and commitment to inclusion is reflective of the diverse students, fans and alums around the globe. We look forward to creating on-trend, responsibly made apparel that helps drive excitement and engagement,” Vanessa LeFebvre, president of global activewear for Champion, said.

Fibre2Fashion News Desk (GK)