C9 by Champion suits up for Amazon

Dan Ochwat
Executive Editor
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HanesBrands has found a new house for its C9 by Champion line.

The Winston-Salem, N.C.-based apparel company signed a multiyear deal to exclusively feature the C9 by Champion athletic apparel with Amazon and its Amazon Fashion department.

C9 by Champion originally was an exclusive brand with Target but that deal ended when Target introduced its All in Motion private apparel line in January, as reported in Store Brands.

There are more than 100 styles of men’s, children’s and women’s activewear, innerwear and accessories under the C9 by Champion value line that will be available in the Amazon Fashion online store. Items include T-shirts, shorts, underwear, socks, leggings, sports bras, jackets, hats, shoes, gloves, fitness equipment and more.

Amazon touts a large amount of private label offerings through its fashion department, including its Goodthreads denim brand, Amazon Essentials brand and many other exclusive partnerships. Two years ago, JungleScout, a company that analyzes sales on Amazon, said that within private brand apparel, 20% of those brands make up nearly 80% of all of Amazon’s private brand sales.


C9 Champion will add to the arsenal with this exclusive partnership and join branded Champion products already being sold in the Amazon Fashion store.

“We are delighted to launch the C9 Champion line with Amazon Fashion to provide consumers with a new channel to access the brand,” said Gerald W. Evans Jr., HanesBrands CEO.

“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," he said. "The program is launching with a focus on top styles, but based on past popularity, we expect it to expand over time. 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.”