The ultra premium generic domain name Champion.com has been acquired by clothing giant HanesBrands, Inc. for an undisclosed sum from its long time past owners Nationstar Mortgage, LLC.
The domain purchase actually took place about February 2016, when the domain name started redirecting to Hanes.com/champion but the domain name is now the flagship domain name for the clothing brand, Champion.com
Champion.com has been registered since November 02, 1994, so it has taken Hanes some 22 years to get the best domain name for its brand.
Hanes also acquired Champion Europe in April 2016, which owned trademarks in Europe, Middle East and Africa.
In general, most consumers simply assume that a brand the size of Champion would own its EMD (Exact Match Domain) in a .com but this is not the case for every brand, product or service. It IS the best and wisest investment to own it though!
Hanes did the right thing acquiring the domain name and I’m very sure it cost them well into 7 figures do so, something also not often known by the consumer so they can easily find them on the web.
Marketing just got easier for the brand and the domain name simply makes sense to consumers. It is also in-line with competitive brands like Nike (Nike.com), Under Armour (UA.com & UnderArmour.com) and the many more that already own and use EMD .com’s. Better late than never!