Champion Names BTS’s V as Global Partner and Face of New “True Champion” Campaign

American athletic and lifestyle brand Champion has announced a global partnership with BTS member V, naming the internationally acclaimed artist as a key face of its new global campaign, “True Champion.”

Summary

“True Champion” marks a new chapter for Champion, celebrating individuals who help shape contemporary culture through their distinct perspectives, creativity and lasting influence.

Featuring athletes, artists and creators from around the world, the campaign expands the meaning of what it means to be a “champion,” moving beyond traditional ideas of competition and achievement to spotlight people who inspire others by remaining true to themselves.

With his distinctive personal style, artistic vision and global influence, V embodies the spirit of the campaign. His cultural impact extends beyond music into fashion, art and pop culture, where he has built a strong connection with audiences around the world.

A New Chapter for Champion

Stefani Fleurant, Executive Vice President of Marketing, Sports & Lifestyle at Authentic, commented on the partnership: “‘True Champion’ represents a new chapter for Champion while reaffirming the values that have shaped the brand throughout its history. V’s creative vision, global influence and genuine connection with his fans make him an exceptional partner for Champion. Together with an incredible group of athletes, artists and creators, we celebrate the many ways individuals inspire others through their unique talents and individuality.”

At the heart of the campaign is a broader interpretation of the word “champion.” Rather than defining success solely through titles, victories or conventional achievements, Champion is highlighting individuals whose creativity, individuality and influence have an impact on the people and communities around them.

Bringing Together Sports, Music, and Culture

Alongside V, the Fall/Winter 2026 campaign features Romeo Beckham, SOFI TUKKER, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims, and Jaalen Best.

Bringing together personalities from across sports, music, and culture, the diverse cast reflects Champion’s global community and its evolving definition of what a modern-day champion can represent.

Founded in 1919, Champion has built its identity around authentic American athleticwear. Through “True Champion,” the brand is drawing on more than a century of sports heritage while extending its cultural relevance into fashion, music and entertainment.

The “True Champion” campaign began rolling out globally on August 10, 2026, with further activations set to launch across markets worldwide.

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