Champion has announced a global partnership featuring global artist V. Through its new True Champion campaign, the brand will portray the many different ways athletes and creators embody the idea of a “champion.”
Champion has announced a global partnership featuring BTS's V and will launch a new campaign, True Champion, to celebrate the people shaping contemporary culture. V will appear as an emblematic figure for True Champion, with an influence expected to extend across a broad range of fields, including fashion, art and music.
In addition to V, the fall/winter campaign is scheduled to feature Romeo Beckham, Sofi Tukker, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jalen Best. Through this diverse group from the worlds of sports, music and culture, the campaign will portray the evolving meaning of “champion.”
The True Champion campaign will roll out sequentially around the world following its global launch at 22:00 Japan time on 10 August 2026. Champion Japan announced the initiative, which is positioned as marking a new chapter for the brand.
Founded in New York in 1919, Champion has continued to advance its craftsmanship and durability in athletic wear. In Japan, Champion Japan operates the domestic market and provides information through its official website and other channels.