JJB Sports has struck a five-year agreement with Champion Europe to become the exclusive UK retailer of Champion products.

The partnership starts in January and runs until 2012. JJB will particularly promote Champion apparel in the men’s performance category.

JJB also intends to support the NBA category, for which Champion has exclusive licensing rights for all of Europe, for the on-court and replica lines of the 30 NBA teams. The retailer will also push Champion’s womenswear lines, alongside footwear and accessories.

JJB chief executive Chris Ronnie said: “JJB is continually looking for brands that can bring real value to our customers and in Champion we feel that we have found such a brand. Champion represents all of the true values of real sport and utmost quality, which is quite unique today and we are really looking forward to working with them.”

Champion generates sales of approximately£800 million. Over the next 18 months, it plans to deliver about 25 per cent of sales through strategic brand and retail partnerships.

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