HanesBrands and Keds Reach $90 Million Agreement
HanesBrands Inc. had agreed to pay a whopping $90 million, in cash, to purchase the Champion brand trademarks for footwear in the United States and Canada from Keds LLC.
According to an article from the Winston-Salem Journal, this transaction settles a legal dispute that began in July 2020 between Hanesbrands and Keds over the use of the Champion brand for footwear. At the time, HanesBrands made six federal and state law claims in its complaint against Keds that also included: unfair competition and false association; trademark dilution; actual and anticipatory breach of contract; breach of the implied covenant of good faith and fair dealing; and unfair and deceptive trade practices. Before this agreement announcement, there had been no movement in the legal dispute since March.
This announcement puts all that to bed. Wolverine World Wide Inc., the parent company of Keds, said in a statement that it “retains a perpetual license to continue using the Champion trademark on certain footwear, including the Keds Champion sneaker that has been a mainstay of its Keds brand for decades” but that “the transaction also successfully resolves outstanding litigation between the parties.”
Brendan Hoffman, Wolverine World Wide’s president and chief executive, added that “by retaining a perpetual license, our Keds brand will continue to market and sell the iconic Keds Champion sneaker that its consumers have worn and loved for generations.”
HanesBrands said in a statement that this trademark acquisition “marks another step forward in the company’s Full Potential plan, which calls for growing the global Champion brand.” The company projects that initiative will generate an additional $1.2 billion in revenue by fiscal 2025.