American brand management company Authentic Brands Group has announced a strategic partnership with China’s Belle Fashion Group. The two companies will form a joint venture to enhance the development of the Champion brand in the Greater China region. Building on Belle Fashion’s 2021 licensing agreement for Champion footwear and accessories, the new deal extends its rights to include the apparel category. The collaboration aims to combine Authentic Brands Group’s global brand management expertise with Belle Fashion’s deep understanding of the local market to strengthen Champion’s presence and influence in China.