Target, for its part, seemed to see the C9 contract’s expiration as a chance to do what it increasingly does best: develop and launch a stylish brand internally-and keep all the revenue for itself. Hanesbrands, which declined to comment for this story, had little leverage and a lot at stake: In 2018, Target accounted for 11% of its $6.4 billion in sales across its many brands, which include Hanes, WonderBra, and Maidenform. about what the company would do now with C9 and how it could ensure a “competitive moat” around the brand, should Target decide to create a similar line. When Hanesbrands announced, in August 2018, that Target wouldn’t be renewing its C9 contract when it expired at the end of 2019, analysts used the next earnings call to grill then-CEO Gerald W. (Target says that its designs for All in Motion are original, and that any similarities reflect basic market trends.)Ĭhampion had designed and produced its C9 athletic wear for Target under a long-standing licensing deal that, in 2018, raked in $380 million for Champion’s parent company, Hanesbrands. Both lines offered a version of boys’ track pants, for example, with colorful panels along the seams both offered girls’ leggings in bold graphic patterns. The product assortment and silhouettes were likely familiar to devoted Target shoppers, who may have purchased items from Champion’s C9 line, an affordably priced activewear brand that had been sold exclusively through Target for more than 15 years until it was dropped by the retailer at the end of 2019. All in Motion’s aesthetic, however, wasn’t all that new.
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