Authentic partners with W Heritage Supply for Champion Pinnacle in North America

Authentic Brands Group has partnered with W Heritage Supply to design, develop and distribute Champion Pinnacle, the sportswear brand’s premium line, across the U.S. and Canada.

The long-term partnership covers men’s and women’s sportswear, activewear, footwear and headwear. Champion Pinnacle is described as “the premium expression” of the sportswear brand, combining Champion’s legacy of performance and authenticity with elevated design. 

“Champion is one of the most storied brands in the world,” said Kevin Wulff, founder of W Heritage Supply. “Throughout my career, I’ve learned that the brands people fall in love with are the ones that respect their history while designing for how people live today. At W Heritage Supply, our mission is to reimagine iconic heritage brands for the modern-day consumer. Our Champion Pinnacle collection does exactly that.”

The move marks another step in Authentic’s strategy to expand Champion through a network of operating partners across key regions and categories. 

Notably, Authentic, which acquired the Champion brand from HanesBrands in October 2024, signed a licensing partnership with Orbico Group to grow and develop the Champion brand across Europe, the Middle East, and Africa. It also signed a multi-year extension of its partnership with L’Amy America for the manufacturing and distribution of Champion eyewear.

“Since bringing Champion into the Authentic portfolio, we’ve been intentional about building a best-in-class network of partners that can grow the brand in meaningful ways,” said Steve Robaire, EVP, Champion at Authentic. 

“Champion Pinnacle represents the highest expression of the brand, so finding the right partner was critical. W Heritage Supply brings the design expertise, product vision and understanding of heritage brands needed to build a premium business that complements our broader Champion ecosystem.”

Most recently, Authentic acquired a majority stake in the intellectual property of OVO, the premium lifestyle brand co-founded by Drake.