US' Hanesbrands becomes apparel partner of University of Tennessee

HBI will develop an expansive collection of men’s, women’s, unisex, youth, infant and toddler fan apparel. These consumer-driven collections, available now, include the company’s Champion and Hanes brands as well as the eco-forward Alternative Apparel brand, HBI said in a media release.

UT joins the University of Southern California, University of Texas, The Ohio State University, University of North Carolina, University of Georgia, Villanova, and University of South Carolina, among others, that have primary apparel partnerships with HBI.

“We’re excited to partner with Tennessee and give their passionate, loyal fanbase even more to cheer about,” said John Fryer, president of sports apparel at HanesBrands. “UT fans repeatedly show how much they support their Vols and Lady Vols across Tennessee Athletics. Our iconic brands resonate with consumers world-wide, and we will help UT enhance fan engagement and expand their retail footprint nationally and in the Knoxville area.”

The new partnership with HanesBrands follows a detailed analysis of the Tennessee trademark licensing programme and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC.

Fibre2Fashion News Desk (KD)