Champion enlists Levi’s and Armani exec as creative lead

Donadi began his 45-year career in fashion retail in various roles at the Benetton Group in the 1980s and early 1990s, before joining Diesel in 1994 as US director of retail.

Some of his most notable roles include executive vice president at Giorgio Armani (1999-2006), global senior vice president at Polo Ralph Lauren (2006-9) and Levi Strauss (2009-12), as well as chief brand officer of Armani Exchange (2014-15).

Donadi is also the founder of Los Angeles-based vintage fashion retailer Transnomadica, which he established in 2012.

As Champion's creative lead, he will oversee all creative direction across the sportswear brand's product lines and seasonal collections, as well as support the team on brand campaigns and collaborations strategy.

Champion's Europe CEO Lorenzo Moretti said Donadi's “expertise and visionary approach to design will be a powerful asset to the brand”.

“We are confident that Maurizio will not only honour Champion’s unrivalled heritage but will also redefine the brand’s position within the sports and lifestyle sector.

“This appointment marks a significant step forward as we continue to push the limits of innovation and authenticity in every aspect of our business,” he added.

In June, Authentic Brands Group, which owns more than 50 global brands including Ted Baker, Hunter and Forever 21, announced plans to buy Champion from US clothing company HanesBrands in a deal valued between $1.2bn (£940m) and $1.5bn (£1.2bn), based on Champion's performance.

Champion generates nearly $3bn (£2.25bn) in global retail sales annually and was Authentic's second largest acquisition, after the purchase of Reebok from Adidas for €2.1bn (£1.8bn) in 2022.

Under the new ownership, AMG Companies will manage Champion’s core business in the US and Canada. The brand's long-term US collegiate apparel business will be carried forward under a new license to GearCo, operated by investment firm Ames Watson.

Other partners in the North America region include BBC International for footwear and Gildan for printwear. In Central and South America, Falic Group will be the brand's primary partner for clothing and accessories, while IB Group will lead the operations in the Mexican market.

Authentic is set to announce additional brand partnerships in new categories and territories, including Europe, Asia and Australia, in the coming months.