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
关于艾利丹尼森
艾利丹尼森公司（纽约证券交易所代码：AVY）是一家全球性的材料科学和数字识别解决方案公司。我们致力于开创无限可能“Making Possible™” 的产品和解决方案，助力推动所服务行业的发展 ，以优化人力和供应链效率，减少浪费，促进可持续发展、循环性和透明度，更好地连接品牌与消费者。
我们设计开发标签及功能材料、射频识别（RFID）inlay 和吊牌、融合现实与数字世界的软件应用程序，以及提升品牌包装 、传递或展示信息以改善客户体验的各种产品和解决方案。我们服务于全球多个行业，包括家居和个人护理、服装、综合零售、电子商务、物流、食品和杂货、制药和汽车等，在50多个国家雇佣约35,000名员工，2024年公布的销售额为88亿美元。了解更多信息，请访问 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.