HanesBrands (HBI), the world’s largest supplier of collegiate fan apparel and one of the world’s most ethical companies, has announced a new primary apparel partnership with the University of California, Berkeley. The 10-year strategic agreement gives HBI exclusive rights to design, manufacture and distribute high-quality, on-trend fanwear across mass and campus/local.

The deal broadens the university’s retail footprint and includes the company’s iconic Champion and Hanes brands, the eco-forward Alternative Apparel brand and the garment dyed ComfortWash brand. UC Berkeley joins the University of Southern California, University of Texas, The Ohio State University, University of North Carolina, University of Georgia, Villanova, and University of Tennessee, among others, that have primary apparel partnerships with HBI.

“Cal’s legacy and our flagship brands are key to this strategic partnership that broadens the university’s retail access,” said John Fryer, President of Licensed Sports Apparel for HanesBrands. “We also have a shared commitment to improving the lives of people and protecting the planet. Our commitment to responsible, transparent manufacturing is ingrained in everything we do, as is our focus on continuous improvement of our environmental performance.”

HBI will design, manufacture and distribute an expansive collection of men’s, women’s, unisex, youth, infant and toddler fan apparel. In addition, it will create special activations and enhanced retail presentations.

“We are excited to enter into a long-term partnership with Cal,” said Vanessa LeFebvre, President of Global Activewear for Champion. “The Champion brand’s worldwide appeal and commitment to inclusion is reflective of Cal’s diverse students, fans and alums around the globe. We look forward to creating on-trend, responsibly made apparel that helps drive excitement and engagement.”

The partnership extension with HanesBrands follows a detailed analysis of the University of California trademark licensing program and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC.

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