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Worse on Purpose

Champion

American athletic apparel. Reverse Weave hoodies, collegiate athletic wear.

Status: Avoid
Founded
1919
Website
champion.com
HQ
USA
Manufacturing
Various
Ownership type
Brand licensing (ABG-style)
Parent
Authentic Brands Group
Acquired
2024 (from HanesBrands)

Ownership

Acquired by ABG from HanesBrands in October 2024 for $1.2B. US sales had been dropping (23% in Q4 2023) prior to the deal. ABG has announced plans to convert the brand to a licensed model.

Why Avoid

Recent ABG acquisition with announced plans to shift to the licensing model. Expect the same brand-equity-extraction pattern already visible at Brooks Brothers and Eddie Bauer.

Sister brands under Authentic Brands Group

See all 12 sister brands

Read the full investigation

Investigation · April 17, 2026

Your Favorite Brands Got Worse On Purpose

Authentic Brands Group buys dead brands, strips the design and manufacturing, and licenses the name to anyone who'll pay. Brooks Brothers, Eddie Bauer, Forever 21, Sports Illustrated. Plus the ones still worth buying.

Read the full investigation

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