Champion Announces Global Partnership With International Icon V of BTS

Pop Royalty BTS member ushers in the brand's new True Champion campaign, celebrating a generation of creators, athletes and artists redefining what it means to be a champion

Champion, the iconic American athletic and lifestyle brand, today announced a global partnership with V of BTS, introducing the internationally acclaimed artist as the face of its new True Champion campaign.

Marking a new chapter for the brand, True Champion, celebrates the people shaping today's culture through their originality, perspective and enduring impact. Bringing together athletes, artists and creators from around the world, the campaign reflects Champion's commitment to those who inspire others simply by being themselves.

Known for his unmistakable style, artistic vision and global reach, V embodies the spirit of True Champion. His influence extends beyond music, leaving an indelible mark across fashion, art and popular culture while connecting with millions of fans worldwide.

"True Champion represents a new chapter for Champion and the values that continue to define our brand," said Stefani Fleurant, EVP, Marketing, Sport & Lifestyle at Authentic. "V's creative vision, global influence and genuine connection with his audience make him a natural partner for Champion. Together with an incredible cast of athletes, artists and creators, this campaign celebrates the many ways people inspire others through who they are and the incredible talent they bring to the world."

Joining V in the FW26 campaign are Romeo Beckham, SOFI TUKKER, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jaalen Best. Together, they represent a diverse group whose stories span sports, music and culture, reflecting Champion's global community and the evolving definition of what it means to be a champion today.

The True Champion campaign will launch globally beginning August 10, 2026.

About Champion

Founded in 1919, Champion has been a pioneer in athletic and lifestyle apparel for over a century. Known for its iconic "C" logo and commitment to quality, innovation and selfexpression, Champion continues to inspire a new generation of consumers with collections that blend performance, heritage and modern style. Learn more at champion.com. Follow on Instagram and TikTok.

About V of BTS

V (Kim Taehyung) is a South Korean singer, songwriter and member of Pop Royalty BTS. Known for his captivating charm and distinct low pitch voice, V enriches the sound of BTS' music. His solo discography includes "Stigma," "Singularity" and "Inner Child." He demonstrated his song-writing capabilities with "4 O'CLOCK," "Scenery," "Winter Bear," "Blue & Grey," and "Snow Flower." He also participated in original soundtracks for Korean TV series, including "Even If I Die, It's You" ('Hwarang: The Poet Warrior Youth' OST), "Sweet Night" ('Itaewon Class' OST) and "Christmas Tree" ('Our Beloved Summer' OST), broadening his musical scope.

With the release of his first solo album Layover (2023), which debuted at No. 2 on the Billboard 200, and digital single "FRI(END)S" (2024), V has solidified his recognition as a solo artist, showcasing his soulful vocals and unique style that reinforce his status as a fashion icon. In December 2024, he collaborated with the legendary Bing Crosby on a new duet rendition of "White Christmas (with V of BTS).