Authentic Brands Group has signed a new licensing partnership with Orbico Group to grow and develop the Champion brand across Europe, the Middle East, and Africa.

As part of the partnership, Orbico has entered into a 10-year license for the Champion brand for EMEA. The partnership also includes the acquisition of the Champion Europe legal entities and retail stores currently operating Champion in EMEA. 

Champion Europe, headquartered in Carpi, Italy, currently operates in 36 countries, employs more than 1,300 people and has more than 90 retail stores across the region. Looking ahead, the company plans to further expand its presence across Europe. 

“We’ve known the Authentic team for many years, and when the opportunity to take on Champion came up, it just made sense to do this together. This partnership marks a significant milestone for Orbico as we expand into the sports style category on a larger scale,” said Edward Malky, chief business officer beauty, style and salon professional, at Orbico Group. 

“Champion is a brand with an incredible legacy, and we’re excited to use our expertise to help it grow even stronger. Together with Authentic, we’re ready to make Champion the go-to sportswear brand for future generations, bringing its heritage and innovation to more people than ever before.”

Orbico will leverage its expertise and experience in distributing global brands to enhance Champion’s strong business in several key markets. The partnership will equally allow Orbico to expand its operations across all European markets. 

In recent years, Orbico has successfully operated in the sports style category, becoming an exclusive distributor for footwear brands in Central and Eastern Europe, including Converse, Dr. Martens, Merrell, and On, among others. 

“Champion is a powerhouse in Europe, with an established business and a deeply loyal following. From the moment we acquired the brand, Europe was central to our strategy, and identifying the right partner to drive its growth was critical,” added Henry Stupp, regional president, EMEA and India – lifestyle. 

“Orbico emerged as the strong choice, thanks to their unparalleled expertise and proven success with world-class brands. This partnership represents a bold step forward in Champion’s journey, and we’re confident that together, we will elevate the brand’s presence across EMEA, delivering on its legacy and making it a modern symbol of innovation and sports style.”