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Amazon Fashion Nabs C9 Champion Brand Exclusive in Multiyear Deal

Hanesbrands has introduced its C9 Champion performance athleticwear, which had been sold in a long-term deal with Target Stores that ended last year, exclusively with Amazon Fashion worldwide as part of a multiyear agreement.

C9 Champion, the value-priced product line of Hanesbrands Champion athleticwear, has more than 100 styles of men’s, women’s and children’s activewear, innerwear and accessories available on Amazon’s online store.

Apparel products include performance activewear and workout wear, including leggings, jackets, T-shirts and shorts, as well as underwear, socks and sports bras. Other products and accessories include gloves, hats and caps, bags, shoes and fitness equipment.

“We are delighted to launch the C9 Champion line with Amazon Fashion to provide consumers with a new channel to access the brand,” Hanesbrands CEO Gerald W. Evans Jr. said. “C9 Champion had strong consumer equity and a loyal following for the past 15 years. Consumers love the product line’s quality, selection, value and accessible style.

“The program is launching with a focus on top styles, but based on past popularity, we expect it to expand over time,” he added. “We are excited that in addition to being available to U.S.-based fans the C9 Champion product line will be sold globally for the first time.”

Even though C9 was discontinued at year’s end at Target, it continued to perform well through 2019, Evans said on a conference call with analysts last month.

“It’s clear to us that there is a strong consumer base out there that’s very loyal to that brand,” he said at the time. “We are in the final stages of discussions with a new partner and we expect to launch that program…in the second half of this year.”

The C9 Champion product line will complement the existing mainline Champion authentic sport-inspired apparel available in the Amazon Fashion store with both Champion and C9 Champion having branded storefronts.

Hanesbrands, based in Winston-Salem, N.C., also markets such brands as Hanes, Maidenform, Bali, Playtex, L’eggs, JMS/Just My Size, Lovable, Wonderbra and Gear for Sports. The company’s net sales in 2019 increased 2 percent to $6.97 billion. Net income for the year rose 11.3 percent to $600.72 million.