HanesBrands becomes Apparel Partner of University of Tennesse  

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HanesBrands Chosen as a Primary Apparel Partner by the University of Tennessee

US-based HanesBrands (HBI), the world’s largest supplier of collegiate fan apparel, announced a few days back a new 10-year apparel partnership with the University of Tennessee. HanesBrands has exclusive rights to design, manufacture, and distribute high-quality, on-trend fanwear across mass and local channels under the strategic agreement, expanding the university’s access to retail markets. 

HanesBrands Chosen as a Primary Apparel Partner by the University of Tennessee 

UT joins the likes of the University of Southern California, the University of Texas, The Ohio State University, the University of North Carolina, the University of Georgia, Villanova, and the University of South Carolina in having primary apparel partnerships with HBI. 

HBI will create an extensive collection of men’s, women’s, unisex, youth, infant, and toddler fan apparel using industry-leading in-house design expertise, manufacturing proficiency, and a commitment to responsible, transparent manufacturing. These consumer-driven collections, which are now available, include the company’s iconic Champion and Hanes brands, as well as the environmentally conscious Alternative Apparel brand. 

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 worldwide, and we will help UT enhance fan engagement and expand their retail footprint nationally and in the Knoxville area.” adds further. 

HBI will create special activations and enhanced retail presentations as part of the partnership to elevate the UT brand and fan experience. HBI will be on Rocky Top this fall for a special Champion brand activation in collaboration with the VOL Shop before the Vols football game against Florida on September 24.  

In addition, HBI and Tennessee are collaborating on a new, co-branded mobile merchandise kiosk for use at home athletic events. 

The new collaboration with HanesBrands comes after a thorough examination of the Tennessee trademark licensing programs and a competitive proposal process conducted in collaboration with the university’s exclusive licensing agent, CLC. Tennessee will continue its partnership with Nike as a provider of performance products and specific fan merchandise in addition to these exclusive programs. Tennessee will also continue to license key product categories from other apparel companies to meet the diverse needs of Vols fans. 

About HanesBrands 

HanesBrands (NYSE: HBI) manufactures everyday clothing that is known and loved by consumers worldwide for its comfort, quality, and value. Hanes, the leading basic apparel brand in the United States; Champion, an innovator at the intersection of lifestyle and athletic apparel; and Bonds, which is setting new standards for design and sustainability, are among the company’s iconic brands. HBI employs 59,000 associates across 33 countries and has a solid reputation for workplace quality and ethical business practices. The company, a long-time sustainability leader, announced aggressive 2030 goals to improve people’s lives, protect the environment, and produce sustainable products. HBI is leveraging its unrivaled strengths to realize its full potential and deliver long-term growth that benefits all stakeholders. 

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