HanesBrands and University of Michigan Extend Partnership

The extension gives HBI exclusive rights to design, manufacture, and distribute Wolverine fan apparel

HanesBrands UM
(Image courtesy HanesBrands)

HanesBrands (HBI) and the University of Michigan announce a multiyear extension of their current apparel partnership that gives HBI exclusive rights to design, manufacture, and distribute Wolverine fanwear in the mass retail channel.

HBI has been an exclusive apparel partner with Michigan for more than a decade — joining the University of Tennessee, University of Southern California, and University of Texas, among others, that have primary apparel partnerships with the company.

“We’re proud to provide fanwear to Wolverine students, alums, and fans,” says John Fryer, HanesBrands president of licensed sports apparel.

HBI also continues as a preferred supplier with the M Den, the official retailer of the University of Michigan Athletic Department. In addition, HBI will continue to engage with student-athletes through name, image, and likeness (NIL) agreements.

“As we head toward the opening kickoff of football season, there’s a lot of momentum for Wolverine apparel following the team’s performance last year,” remarks Fryer. “We expect to see a lot of HBI apparel in maize and blue.”

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

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Marie Fennema

Marie Fennema is the editor of the GRAPHICS PRO Today, covering news and guidance in apparel decoration, awards and engraving, and sign and digital printing.

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