JJB Sports has acquired exclusive UK distribution rights for Champion Europe, the Italian sportswear giant.
The products will be sold in-store and through JJB's fitness centres, according to the Manchester Evening News. The firm will be looking to drive sales of Champion's men's sportswear and women's fitness ranges, along with the US' NBA category, for which Champion has exclusive licensing rights for items like replica kits.
The deal also covers footwear, accessories and other sports clothing.
Chris Ronnie, chief executive of JJB Sports, said: "JJB is continually looking for brands that can bring real value to our consumers, and in Champion we feel that we have found exactly just such a brand."
Sauro Mambrini, boss of Champion, added: "JJB's growing retail distribution network and vision provide us with a solid platform to further increase our brand presence in the UK."
JJB is aiming to achieve 25 per cent of its annual sales of around £800m through brand partnerships.