Champion Welcomes V of BTS as the Face of Its New ‘True Champion’ Campaign

Champion is entering a new chapter with ‘True Champion’, a global campaign celebrating the athletes, artists and creatives redefining what it means to be a champion. Leading the campaign is V of BTS, whose influence across music, fashion and popular culture makes him a natural fit for the brand. 

The campaign moves beyond traditional ideas of athleticism, instead focusing on individuality, creativity and the impact people can have simply by being themselves. Alongside V, the FW26 campaign features a diverse cast spanning sport, music and culture, including Romeo Beckham, SOFI TUKKER, Kyle Kuzma and Danna Paola. 

V's presence feels particularly fitting given his established relationship with fashion. Known for his distinctive personal style, he has become increasingly influential beyond music, bringing the same sense of individuality to his approach to clothing and visual culture. 

From a styling perspective, what stands out is how naturally Champion's aesthetic works with V's understated approach. The campaign imagery keeps the clothing grounded and wearable, allowing the classic Champion identity to sit alongside a more contemporary, fashion-conscious sensibility.

Rather than positioning the campaign around one definition of success, ‘True Champion’ feels more interested in what makes someone memorable. It is a message that extends beyond sport and into the wider creative industries, where originality and authenticity increasingly carry as much weight as performance

With the campaign launching globally from 10 August 2026, Champion is using its century-long sporting heritage to speak to a new generation of creatives. For a brand built around self-expression, V is a fitting face for what comes next.