MENTOR, OH – September 9, 2025 - Avery Dennison (NYSE: AVY), a global materials science and digital identification solutions company, today announced a new partnership with Authentic Brands Group (Authentic), a global brand development and licensing platform, for Champion.
The partnership introduces a limited-time collection of iron-on patches powered by Embelex, Avery Dennison’s full-service, end-to-end platform for on-product branding, graphics, and trims. The collection is available now in most Target stores and on Target.com, meeting growing consumer demand for products that enable authentic self-expression.
Featuring a range of bold and expressive designs, the iron-on patches are sold separately from garments, allowing consumers to personalize their clothing at home. As the brand behind the iconic “C” patch logo, Champion has long embraced patchwork as part of its heritage, making this partnership a natural extension of its history and a modern way to connect with fans. The collaboration also complements the Champions for Champion campaign, where patchwork plays a central role in celebrating the brand’s varsity roots and timeless athletic identity.
This pioneering collaboration addresses a growing consumer demand: the desire for products that help them celebrate and express their personal identity. This is a shift from traditional, one-size-fits-all merchandise and empowers retailers to stay ahead of the curve. The partnership demonstrates the scalable potential of heat-transfer customization technology in major retail environments, addressing growing consumer demand for personalised products across multiple brand categories.
“This partnership with Authentic for Champion is a brilliant example of how customization can transform the everyday into something personal and powerful,” says Steve Mason, VP/GM Commercial & Embelex, Avery Dennison. “With Embelex, we’re putting creative tools directly into consumers’ hands, helping them celebrate their individuality while connecting more deeply with the brands they love. This is more than just decoration, it’s a new kind of retail experience that combines storytelling, nostalgia and self-expression.”
“Champion has always been about more than just sportswear, it’s about self-expression and the culture that surrounds it,” adds Shelley Peters, Vice President – Licensing - Domestic at Authentic Brands Group, owner of Champion. “This collection carries that spirit forward, giving fans the freedom to make Champion their own and bring fresh energy to a brand that’s lived across generations.”
To find out more about Embelex-powered personalization, click here.
Media contact
Jack Gibson
Global PR Manager
jack.gibson@eu.averydennison.com
About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company. We are Making Possible™ products and solutions that help advance the industries we serve, providing branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers. We design and develop labeling and functional materials, radio frequency identification (RFID) inlays and tags, software applications that connect the physical and digital, and offerings that enhance branded packaging and carry or display information that improves the customer experience. Serving industries worldwide — including home and personal care, apparel, general retail, e-commerce, logistics, food and grocery, pharmaceuticals and automotive — we employ approximately 35,000 employees in more than 50 countries. Our reported sales in 2024 were $8.8 billion. Learn more at www.averydennison.com.
About Authentic Brands Group
Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, positions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.
Authentic owns more than 50 global brands, generating approximately $32 billion in annual systemwide retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 500,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Dockers, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.
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About Champion
Since 1919, Champion has offered a full line of innovative athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories. Today, as a lifestyle brand born from sport, Champion uses innovative design and state-of-the-art product testing to ensure uncompromised quality and innovative apparel for consumers. Beyond its products, the brand’s mission is to provide every Champion a canvas to live their true purpose; rooted in the belief that Champions are defined not by what they make, but by what they do with it. Champion wants to inspire others to not just win, but to Champion a better tomorrow, and is dedicated to supporting creators by giving them a platform to tell their stories, support their values, and communities.
Learn more at champion.com.