At the end of June, HanesBrands (HBI) announced a new primary apparel partnership with the University of Southern California (USC). The 10-year agreement gives HBI exclusive rights in the mass and mid-tier retail channels to develop consumer-driven collections of fan apparel that will expand the University’s retail footprint, according to the HBI website.

HBI will design, manufacture, and distribute a collection of men’s, women’s, unisex, youth, infant, and toddler fan apparel for the university. In addition, HBI will also create special activations and enhanced retail presentations beginning in January 2023.

“USC has a proud heritage, and we’re thrilled to support the school in supplying fan apparel that consumers will love,” said John Fryer, HanesBrands president of Licensed Sports Apparel, in a statement. USC joins the University of Texas, The Ohio State University, University of North Carolina, University of Georgia, Villanova, University of South Carolina, and University of Cincinnati as primary apparel partners with HBI.

“We are excited to enter into a long-term partnership with HanesBrands,” said Matt Curran, USC director of Trademarks and Licensing. “Their collection of iconic brands, retail success, and commitment to sustainability and responsible sourcing makes them a great fit for USC.”

USC already has an existing relationship with Nike, which is the official outfitter of the 21 varsity Trojan sports and provider of fan merchandise. The partnership with HBI will serve in addition to that deal.