University of Texas at Austin Partners with Fanatics, HanesBrands to Lead Initiatives for Merchandise “A Selection As Big As Texas”
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AUSTIN, Texas (October 7, 2021) – The University of Texas at Austin today announced a comprehensive licensed merchandise strategy that includes new exclusive partnerships with Fanatics and HanesBrands to lead the development of an extensive collection of fan apparel across all retail channels to bring Longhorn fans “A Selection As Big” As Texas. ”
HanesBrands, which owns iconic apparel brands Champion and Hanes along with Alternative and other popular brands, will focus on developing and manufacturing Texas fan merchandise for local Austin market retailers and national supercenter and club retailers. Fanatics will lead growth in the internet channel as well as in sporting goods and department store retailers. Texas will also continue its partnership with Nike as a provider of performance products and specialty merchandise for the Longhorns’ athletics programs.
“Fanatics and HanesBrands are both committed to expanding the range and distribution of Texas merchandise significantly, which compliments our fan-centric licensed merchandise strategy,” said Drew Martin, executive senior associate athletics director for external affairs at UT-Austin. “We selected these partners because they invested in a true brand partnership with Texas Athletics and the University as we work to bring Longhorn fans to choice as great as Texas. We have already seen our fans recreate this enhanced product experience. ” with almost record sales on the first day of football. “
The new partnerships with HanesBrands and Fanatics follow a detailed analysis of the Texan brand licensing program and a competitive offering process that was completed in collaboration with the university’s exclusive licensing agent, CLC. In addition to these exclusive programs, Texas will continue to partner with other world-class licensees in key product categories to meet the needs of Texas fans. These licensees include Columbia, Vineyard Vines, Peter Millar, Tommy Bahama, WEAR by Erin Andrews, Johnnie-O, ’47 Brand, and Gameday Couture, to name a few. Other top apparel brands are actively pursuing Texas branded programs.
HanesBrands has already implemented its commitment to highlight the Longhorn brand in retail and completed work on a unique champion shop experience at The Coop. Additionally, the award-winning HBI Design Center of Excellence created the Red River Showdown apparel, which highlights the unique traditions that make the rivalry very special.
“Texas Athletics and Longhorn fans represent the spirit, tradition and leadership of our Champion brand, and we are excited to be part of this innovative apparel strategy in Texas,” said John Fryer, HanesBrands Resident of Sports Apparel. In addition to the new Champion fan shop at The Coop, HanesBrands supplies an extraordinary range of Longhorn equipment to more than 750 branches of national retailers. And we look forward to building on our promise of quality and fashion to Texas fans. “
In addition to serving as the exclusive apparel licensee, Fanatics will continue to offer e-commerce and in-venue retail stores to Texas Athletics through 2030. Through this expanded partnership, Fanatics will continue to operate the Longhorns’ official online store and also launch a state-of-the-art flagship store in the new Moody Center, which will become the new home of Texas Men’s and Women’s Basketball in 2022 on Matchday and beyond, with mobile visits Point of sale and online pickup options for buyers. Fanatics will also create new experiences before, during, and after soccer games, opening unique pop-up shops on Bevo Blvd., Texas Football’s popular pre-game street party, and student-focused on-campus opportunities.
“The University of Texas at Austin is one of the world’s elite academic and athletic institutions, and we are incredibly excited to work together to build and grow our extensive partnership,” said Derek Eiler, Executive VP of Fanatics College. “Longhorns fans and Texas Exes everywhere take great pride in the university and we look forward to creating bespoke products that celebrate the spirit and traditions of Texas, as well as a more complete shopping experience when shopping online, on mobile, in Texas Athletics on-campus on game day or at hundreds of retailers across the state. “
The new licensing partnerships and expanded retail presence are currently highlighted in a new “A Selection as Big as Texas” marketing campaign recently launched that reaffirms the university’s commitment to offering a robust selection of quality items tailored to meet needs from Longhorn fans around the world.
About fanatics
As the global leader in licensed sporting goods, Fanatics is transforming the way fans buy their favorite team apparel, jerseys, headwear and hardgoods through an innovative, technology-driven approach to the manufacture and sale of fan merchandise in today’s on-demand, mobile First culture. By combining cutting-edge technology with an agile production and supply chain, Fanatics has developed a vertical trade business model that enables the company to better serve its 300+ partners and ensure the growing real-time expectations of leagues, teams, fans and retailers around the world The widest range is available online, in stadiums or on site at major sporting events. Fanatics includes the broadest range, offering hundreds of thousands of officially licensed items from the Fanatics, FansEdge, Kitbag, Majestic, Top of the World and WinCraft brands, as well as the largest selection of sports collectibles and memorabilia through Fanatics Authentic. More information is available at www.fanaticsinc.com.
About HanesBrands
HanesBrands (NYSE: HBI) makes everyday clothing that is known and loved by consumers around the world for comfort, quality and value. The company’s cult brands include Hanes, the leading basic clothing brand in the USA and Champion, an innovator at the intersection of lifestyle and sportswear, as well as the fan favorites Alternative and Gear for Sports. HBI employs 61,000 people in 47 countries and has built a reputation for quality workplaces and ethical business practices. The company, a long-time leader in sustainability, has set ambitious goals for 2030 to improve people’s lives, protect the planet and make sustainable products. HBI builds on its unmatched strengths to unlock its #FullPotential and achieve long-term growth that will benefit all of its stakeholders.
About CLC
CLC is the nation’s leading college brand licensing company dedicated to improving college brands through insight and innovation. The company is uniquely positioned to provide consumer connections and brand visibility for institutions through data-driven, bespoke solutions that incorporate powerful strategies for licensed goods and innovative marketing platforms to navigate the ever-evolving consumer and retail market. Headquartered in Atlanta, Georgia, CLC is guided by values to serve others, build trust, lead well, often innovate, and be passionate. Founded in 1981, CLC is part of Learfield IMG College, the premier media and technology services company in the field of peer-to-peer athletics.
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