HanesBrands (HBI) announces a new primary apparel partnership with the University of Tennessee (UT). The 10-year agreement gives HBI exclusive rights in the mass and mid-tier retail channels to develop consumer-driven collections of fan apparel.
HBI will develop a collection of men’s, women’s, unisex, youth, infant, and toddler fan apparel for the university.
“We’re excited to partner with Tennessee and give their passionate, loyal fanbase even more to cheer about,” says John Fryer, president of sports apparel at HanesBrands. “UT fans repeatedly show how much they support their Vols and Lady Vols across Tennessee Athletics. We will help UT enhance fan engagement and expand their retail footprint nationally and in the Knoxville area.”
This fall, HBI will be on Rocky Top for a special Champion brand activation in conjunction with the VOL Shop on Sept. 24. In addition, HBI will partner with UT on a new, co-branded mobile merchandise kiosk for use at home athletic events.