Authentic Brands Group has further solidified its status as a retail brand powerhouse with its latest high-profile acquisition: Dockers, the iconic khaki and lifestyle apparel brand, purchased from Levi Strauss & Co. for $311 million in May 2025.
The deal includes the possibility of future payments tied to performance and marks another strategic move by ABG to bolster its fashion and lifestyle portfolio with heritage American brands.
Dockers, once the dominant name in business-casual wear, remains a globally recognized label. According to Levi’s, 53% of the brand’s sales are generated outside the U.S.—an attractive statistic for ABG, which continues to emphasize international scalability through its asset-light, licensing-driven model.
In North America, Dockers' lifestyle and performance categories will be licensed to Centric Brands, a long-term ABG partner known for operating other major names in the portfolio.
A Pattern of Strategic Expansion: Champion, Boardriders, and More
Dockers is the latest in a steady stream of retail acquisitions by ABG aimed at diversifying and strengthening its market presence across verticals.
In 2024, ABG acquired Champion from Hanesbrands for $1.2 billion. The move gave Authentic control over a legacy athleticwear brand with enduring streetwear appeal and approximately $3 billion in global retail sales annually.
Champion’s acquisition fit neatly into ABG’s blueprint: acquire well-known, underleveraged brands and monetize them via global licensing deals.
It followed the 2023 purchase of Boardriders, bringing surf and skate brands like Quiksilver, Billabong, Roxy, and DC Shoes under ABG’s umbrella. These acquisitions position the group at the intersection of mainstream lifestyle and youth-driven activewear.
ABG also picked up Rockport, a trusted name in comfort footwear, and Vince, a luxury fashion label it acquired for $76.5 million. These deals demonstrate ABG’s interest in every tier of the fashion pyramid—from value-driven basics to high-end apparel.
Licensing Over Ownership: ABG’s Global Business Model
ABG’s acquisitions are guided by a distinctive approach: own the brand, not the store.
Rather than managing retail operations directly, ABG monetizes its intellectual property through global partnerships. These operating partners—such as Centric Brands and Liberated Brands—are responsible for design, sourcing, distribution, and marketing.
The model allows ABG to grow its footprint while avoiding the capital expenditures and supply chain burdens typical of traditional retailers.
This strategy has enabled the company to scale rapidly. As of 2025, ABG’s brands are sold in over 150 countries through more than 400,000 retail points of sale worldwide.
Diversification Beyond Retail: Culture, Icons, and Media
While fashion and retail dominate its public profile, ABG’s ambitions stretch further.
The company owns the name, image, and likeness rights to cultural icons such as Elvis Presley, Marilyn Monroe, and Muhammad Ali. These holdings are monetized via branded merchandise, entertainment projects, theme attractions, and licensing arrangements across industries.
In the media world, ABG also controls Sports Illustrated, providing a foothold in publishing and sports media.
These entertainment and celebrity assets offer additional licensing streams, broadening ABG’s influence from store shelves to pop culture platforms.
The Road Ahead: Owning Brands, Not Businesses
Authentic Brands Group’s strategic acquisitions—most recently Dockers and Champion—signal a continued focus on acquiring underutilized but beloved brands and revitalizing them through its asset-light model.
The company’s methodical build-out of verticals spanning fashion, sports, and culture has positioned it as a uniquely structured global licensing empire.
In an era where operational efficiency and brand equity matter more than physical retail footprints, ABG is betting that owning the story—and the name—is more valuable than owning the store. With a pipeline of legacy brands and cultural icons, it’s a bet that appears to be paying off.
