Dive Brief:
- Target and sportswear brand Champion are partnering on a 500-piece collection that will be available in Target stores and on its website starting in August.
- The line includes apparel, accessories and sporting goods, among other products for adults and children, according to a company press release. Most items will be priced under $40.
- The two companies previously worked together on an exclusive line, C9 by Champion, when Champion was under other ownership. That line was dropped in January 2020.
Dive Insight:
Target and Champion’s multiyear partnership may help boost the big-box retailer’s apparel sales.
Target has experienced a deceleration in apparel, one of its highest margin discretionary categories, but performance apparel has been a “bright spot” for the retailer, according to CEO Brian Cornell.
“We think about how we’re performing with All In Motion and the apparel performance category, growing double digits, taking share in that very important category — both short term and long term,” Cornell said on an earnings call with analysts in November.
The upcoming collection will feature exclusive fabrics, unique washes, detailed trims and a unique Champion logo, according to the company. After the initial launch in August, a limited-time collection of varsity-inspired apparel for men and women will drop in September on Target’s website and in a dedicated area in most Target stores.
“When you combine Champion’s legacy in sportswear with Target’s style authority, the result is something special,” Rick Gomez, Target’s chief commercial officer, said in a statement. “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.”
Champion was sold to Authentic by HanesBrands last June in a deal valued at $1.2 billion. The deal with Target is a “milestone” for the brand by expanding its reach and “reinforcing its position as a leader in sportswear” by making its products more accessible, the companies said in a press release.
Target has recently been focused on providing value and newness to consumers. The company has broadened its assortment of products at lower prices, added a low-price private-label brand, Dealworthy, cut prices on thousands of items (multiple times) and bulked up its wellness offering.