Target announces a strategic partnership with American sportswear brand, Champion. The Champion collection for Target will offer a line of high-quality, stylish activewear and sporting goods for adults and kids. The collection will be available in Target stores and on target.com from August.
Target Announces Strategic Partnership With Champion
Featuring more than five hundred pieces, the Champion For Target collection will retail activewear, accessories, sporting goods and bags for adults and kids. Drawing inspiration from Champion’s rich history in sports, the collection features on-trend colours, premium fabrics, unique washes and trims, with most items priced under $40.
“When you combine Champion’s legacy in sportswear with Target’s style authority, the result is something special,” said Rick Gomez, Executive Vice President and Chief Commercial Officer, Target. “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. I can’t wait for everyone to experience this on-trend, high-quality and irresistibly affordable assortment with styles only at Target.”
Following the August launch, a limited-time-only collection of classic, varsity-inspired apparel for women and men will arrive in September on target.com and in a dedicated space in the front of most Target stores.
“As one of the most recognisable names in apparel, Champion’s presence at Target—a retailer known for its strong connection to the consumer and intentional assortment—marks a significant moment,” said Jamie Salter, Founder, Chairman and CEO at Authentic Brands Group, owner of the Champion brand. “This partnership underscores Champion’s enduring influence and strategic growth as we introduce the brand in a meaningful way through one of the most respected retailers in the market.”
The Target Champion partnership
With the global activewear market size valued at USD 406.83 billion in 2024 and expected to grow at a CAGR of 9 percent from 2025 to 2030- per Grand View Research- this collaboration is a win: win for both retailers. It underscores Target’s strategy to forge meaningful partnerships with leading brands like Apple, Disney, Kendra Scott, Levi’s and Ulta, and also expands Champion’s reach.
Consumers can shop the Champion collection for Target with Target’s fulfilment services. They can use Drive Up and Order Pickup to receive their items within two hours with no minimum purchase and no membership fee required. They can also avail unlimited same-day delivery with a Target Circle 360 membership or free two-day shipping when they spend $35.
About Target
Target is one of the world’s most recognised brands and one of America’s leading retailers. Per NASDAQ, ‘As of 31 October, 2024, the company achieved an impressive revenue growth rate of 1.06 percent. This signifies a substantial increase in the company’s top-line earnings… Target’s financial strength is reflected in its exceptional net margin, which exceeds industry averages. With a remarkable net margin of 3.33 percent, the company showcases strong profitability and effective cost management.’
Target Announces Strategic Partnership With Champion
Target has an interesting history. As The Dayton Company looked for new ways to strengthen relationships with guests, company leadership saw an opportunity to develop a mass-market discount store that catered to value-oriented shoppers seeking a high-quality experience.
Through visionary leadership, the company took the first step toward transforming its family-run department store chain into one of the nation’s largest discount store chains. On May 9, 1961, the Minneapolis Tribune reported that The Dayton Company planned to form a new discount store chain.
The store’s new president, Douglas J. Dayton, drew upon the company’s vast wealth of department store experience and stated that the new store would “combine the best of the fashion world with the best of the discount world, a quality store with quality merchandise at discount prices, and a discount supermarket…75 departments in all.” Shopping at the new, unnamed store was envisioned to be fun, delightful and welcoming to the entire family, featuring wide aisles, easy-to-shop displays, fast checkout and well-lit parking.
In the months before the first Target store opened its doors, former Dayton’s Director of Publicity Stewart K. Widdess was tasked with naming and defining the new retail store. Widdess and his staff came up with “Target” and envisioned a classic bullseye logo. Widdess explained, “As a marksman’s goal is to hit the center bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price, value and overall experience.”
On May 1, 1962, guests in the Twin Cities area woke to the news of Target’s first grand opening in Roseville, Minnesota. Target delighted customers with its “department store touch in a discount store” and its aim to “provide excitement in shopping.” Stores advertised quality products at low, discount prices; free parking; air conditioning; and self-service. Each store featured more than seventy-five departments ranging from groceries to fashion.
By offering value, inspiration, innovation and an exceptional guest experience, Target is committed to ethical business practices, environmental stewardship and community support. Since 1946, Target serves consumers at around 2,000 stores and at target.com, with the purpose of helping families discover the joy of everyday life.
About Champion
Since 1919, Champion has offered a full line of athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories. Today, as a lifestyle brand born from sport, Champion uses innovative design and state-of-the-art product testing to ensure high quality. Beyond its products, the brand’s mission is to provide every Champion a canvas to live their true purpose; rooted in the belief that Champions are defined not by what they make, but by what they do with it. Champion wants to inspire others to not just win, but to Champion a better tomorrow, and is dedicated to supporting creators by giving them a platform to tell their stories, support their values, and communities.
About Authentic Brands Group
Authentic Brands Group is a unified platform that integrates M&A, licensing, brand strategy and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with partners to optimise long-term value in the marketplace. Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 13,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide.
Authentic’s portfolio of globally recognised brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group drives growth for luxury and accessible luxury brands including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
