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University of Texas at Austin Partners with Fanatics, HanesBrands to Lead Initiatives for Merchandise “A Selection As Big As Texas”

AUSTIN, Texas (Oct. 7, 2021)  The University of Texas at Austin today announced a comprehensive licensed merchandise strategy that includes new exclusive partnerships with Fanatics and HanesBrands to lead the development of an expansive collection of fan apparel across all retail channels in an effort to provide Longhorn fans “A Selection As Big As Texas.” 

HanesBrands, which owns the iconic Champion and Hanes apparel brands, along with Alternative and other popular brands, will focus on designing and manufacturing Texas fan gear for local Austin market retailers and national supercenter and club retailers. Fanatics will lead growth in the internet channel and at sporting goods and department store retailers. Texas will also continue its partnership with Nike as the provider of performance products and specific fan merchandise for the Longhorns’ Athletics programs. 

“Fanatics and HanesBrands are each committed to significantly expanding the assortment and distribution of Texas merchandise, which complements our fan-focused licensed merchandise strategy,” said Drew Martin, Executive Senior Associate Athletics Director for External Affairs at UT-Austin. “We selected these partners because they are invested in a true brand partnership with Texas Athletics and the University as we work to provide ‘A Selection As Big As Texas’ for Longhorn fans. We have already seen our fans respond to this newly expanded product experience with near record sales on the first football gameday.”

The new partnerships with HanesBrands and Fanatics follow a detailed analysis of the Texas trademark licensing program and a competitive proposal process completed in conjunction with the University’s exclusive licensing agent, CLC. In addition to these exclusive programs, Texas will also continue to partner with other best-in-class licensees in key product categories to meet the needs of Texas fans. These licensees include Columbia, Vineyard Vines, Peter Millar, Tommy Bahama, WEAR by Erin Andrews, Johnnie-O, ’47 Brand, and Gameday Couture to name a few, with other top apparel brands actively pursuing Texas-branded programs. 

Already delivering on its commitment to elevate the Longhorn brand at retail, HanesBrands has completed work on a one-of-a-kind Champion shop experience at The Coop. In addition, the award-winning HBI design center of excellence created Red River Showdown apparel highlighting the unique traditions that make the rivalry truly special.

“Texas Athletics and Longhorn fans represent the spirit, tradition and leadership   embodied in our Champion brand, and we are excited to be a part of this innovative Texas apparel strategy,” said John Fryer, HanesBrand’s resident of Sports Apparel. In addition to the new Champion fanshop at The Coop, HanesBrands is delivering exceptional assortments of Longhorn gear to more than 750 national retailers’ store locations. And we look forward to building on our promise of quality and fashion for Texas fans.”

In addition to serving as an exclusive apparel licensee, Fanatics will continue to provide e-commerce and in-venue retail operations for Texas Athletics through 2030. Through this expanded partnership, Fanatics will continue to power the Longhorns’ official online shop and will also launch a state-of-the-art flagship retail store inside the new Moody Center, which will become the new home of Texas Men’s and Women’s Basketball in 2022. The roughly 1,800 sq. ft. primary team store will be customized for the passionate Longhorn fans visiting on gameday and beyond, with mobile point-of-sale and online pick up options for shoppers. Fanatics will also create new experiences before, during and after football games, opening unique pop-up shops at Bevo Blvd, the popular Texas Football pre-game street party, and opportunities on campus with a student focus. 

“The University of Texas at Austin is one of the elite academic and athletic institutions in the world, and we’re incredibly excited to extend and expand our comprehensive partnership together,” said Derek Eiler, Executive VP of Fanatics College. “Longhorns fans and Texas Exes everywhere have immense pride in the University, and we look forward to creating customized merchandise that celebrates the Texas spirit and traditions, as well as a more immersive shopping experience whether shopping online, via mobile, at Texas Athletics on-campus venues on game day, or at hundreds of retailers across the state.”

The new licensing partnerships and expanded retail presence are currently being highlighted in a new marketing campaign, “A Selection as Big as Texas,” which recently hit the market and reinforces the University’s commitment to providing a robust selection of quality items curated to meet the needs of Longhorn fans around the world.

About Fanatics

As a global leader in licensed sports merchandise, Fanatics is changing the way fans purchase their favorite team apparel, jerseys, headwear and hardgoods through an innovative, tech-infused approach to making and selling fan gear in today’s on-demand, mobile-first culture. Combining cutting-edge technology with an agile production and supply chain, Fanatics pioneered a vertical commerce business model that allows the company to better serve its 300-plus partners and the growing real-time expectations of leagues, teams, fans and retailers worldwide to ensure the broadest assortment is available online, in stadiums or on-site at major sporting events. Fanatics comprises the broadest assortment by offering hundreds of thousands of officially licensed items across its Fanatics, FansEdge, Kitbag, Majestic, Top of the World and WinCraft brands, as well as the largest selection of sports collectibles and memorabilia through Fanatics Authentic. For more information, please visit www.fanaticsinc.com

About HanesBrands

HanesBrands (NYSE: HBI) makes everyday apparel that is known and loved by consumers around the world for comfort, quality and value. Among the company’s iconic brands are Hanes, the leading basic apparel brand in the United States and Champion, an innovator at the intersection of lifestyle and athletic apparel, along with fan favorites Alternative and Gear for Sports. HBI employs 61,000 associates in 47 countries and has built a strong reputation for workplace quality and ethical business practices. The company, a longtime leader in sustainability, has set aggressive 2030 goals to improve the lives of people, protect the planet and produce sustainable products. HBI is building on its unmatched strengths to unlock its #FullPotential and deliver long-term growth that benefits all of its stakeholders.

About CLC

CLC is the nation’s leading collegiate trademark licensing company with a mission to elevate college brands through insight and innovation. The company is uniquely positioned to deliver consumer connections and brand visibility for institutions through data-based, customized solutions that include impactful licensed merchandise strategies and innovative marketing platforms to navigate the ever-evolving consumer and retail marketplace. Headquartered in Atlanta, Georgia, CLC is guided by values to serve others, build trust, lead well, innovate often, and be passionate. Founded in 1981, CLC is a part of Learfield IMG College, the leading media and technology services company in intercollegiate athletics.





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