Champion has officially selected V, the South Korean superstar from BTS, as the primary face of its new global campaign. Titled True Champion, this initiative marks a shift for the iconic sportswear label as it aims to bridge its deep athletic roots with current street style trends.
This fall and winter collection highlights a new generation of creators and artists who value personal vision and authenticity. V joins an eclectic group of global figures for the project, including musician duo SOFI TUKKER, soccer player Romeo Beckham, NBA athlete Kyle Kuzma, and singer Danna Paola.
Campaign imagery features a distinct retro aesthetic, drawing on classic collegiate styles and the brand's long history of producing reverse-weave sweatshirts. V is shown in dark blue hoodies, varsity jackets, and relaxed sweatpants. These choices move away from high-fashion tailoring, opting instead for comfortable, everyday silhouettes that align with his off-duty style.
Authentic Brands Group executives noted that the choice of V stems from his influence in both music and fashion. The partnership serves as a move to connect the brand with a modern, global audience that responds to cultural figures who move beyond the stage. By focusing on quiet determination and action, the brand aims to solidify its position in the current lifestyle market.