Authentic Brands Partnered With W Heritage Supply
The licensing firm has expanded its network to manage the design and distribution of the Champion Pinnacle product line.
Updated on Sept. 29, 2026 in Accessories
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Authentic Brands Group has entered a partnership with W Heritage Supply for the new Champion Pinnacle collection. This agreement covers men's and women's sportswear, activewear, footwear, and headwear for markets across the U.S. and Canada.
Why it matters
This collaboration is part of a broader strategy by Authentic Brands Group to leverage a network of operating partners to scale the Champion brand globally. By delegating design and development to specialized partners, the firm aims to expand its reach across diverse product categories.
The agreement includes men's and women's sportswear, activewear, footwear, and headwear. Distribution for these items will be managed by W Heritage Supply across the U.S. and Canada.
The players
Authentic Brands Group
A global brand development and licensing firm that manages a diverse portfolio of entertainment and lifestyle intellectual properties.
W Heritage Supply
A supply chain and brand management entity responsible for the design, development, and distribution of the new product line.
Champion
An established athletic apparel brand known for its sportswear and activewear that was acquired by Authentic Brands Group in 2024.
The details
W Heritage Supply will oversee the design, development, and distribution of the Champion Pinnacle line. This move continues the brand's post-acquisition expansion model, following Authentic's previous deals with Orbico Group for EMEA expansion and L'Amy America for eyewear.
Timeline
Authentic Brands Group acquired the Champion brand from HanesBrands in October 2024.
Culture Shift
The partnership signals a shift toward a decentralized licensing model for legacy athletic brands. This approach allows the parent company to scale production and distribution through regional specialists rather than traditional centralized manufacturing.
Shoppers in the U.S. and Canada can expect to see the new Champion Pinnacle product line appearing at retail locations soon. The move focuses on expanding the availability of activewear and footwear options for consumers in these regions.
The takeaway
Licensing agreements like this one show how major brands now operate as platforms that license their name to external experts to drive product development. Consumers will likely see a wider range of items as these specialized partners focus on regional tastes and distribution.
Further reading
Learn more about evolving market trends in the Accessories section.
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