US’ HanesBrands & University of Michigan extend apparel partnership

American apparel company HanesBrands (HBI) and the University of Michigan have announced a multiyear extension of their current apparel partnership that gives HBI exclusive rights to design, manufacture and distribute Wolverine fanwear in the mass retail channel. HBI has been an exclusive apparel partner with Michigan for more than a decade.

The University of Michigan joins Clemson, Auburn, Penn State, NC State and more than two dozen other elite schools that have exclusive mass channel retail partnerships with HBI, the company said in a media release.

“Michigan is a powerhouse in every way, on the field and in the classroom, and has one of the largest alumni networks in the world,” said John Fryer, HanesBrands president of licensed sports apparel. “As consumer-driven leaders in the apparel industry, our Champion and Hanes brands drive purchase across the retail spectrum. We’re proud to leverage these brands and others in our long-term commitment to provide quality, responsibly made fanwear to Wolverine students, alums and fans.”

HBI also continues as a preferred supplier with the M Den, the official retailer of the University of Michigan Athletic Department. In addition, the Champion brand will continue to engage with student athletes through name, image and likeness (NIL) agreements as it did with University of Michigan track and field standout Ziyah Holman earlier this year.

The partnership extension with HanesBrands follows a detailed analysis of the University of Michigan trademark licensing programme and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC. In addition to these exclusive programmes, Michigan will continue its partnership with Nike as the provider of performance products and specific fan merchandise.