BEHIND THE STITCH: ALANI
June 21, 2024
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Champion is entering a new chapter with the Champion True Champion campaign, tapping BTS’ V as the face of its Fall/Winter 2026 global campaign. Built around individuality, creativity and cultural influence, the campaign brings together a wide-ranging cast of names from music, sport and entertainment.
Rather than focusing solely on athletic achievement, Champion is using the campaign to explore a broader idea of what a champion can look like — people whose originality, discipline and perspective allow them to move culture forward in their own way.
The Champion True Champion campaign moves away from the traditional idea that being a champion is defined only by winning.
For Fall/Winter 2026, the American sportswear label is turning its attention toward people who have built their own paths across creative culture, athletics and entertainment.
That wider definition gives the campaign a more contemporary identity. Instead of presenting a single type of athlete or celebrity, Champion has assembled a group whose careers and creative perspectives exist across very different worlds.
The message is simple: being a champion can mean having the confidence to create your own lane.
At the center of the campaign is V, the BTS member whose influence extends well beyond music.
Known for his distinctive approach to fashion, visual culture and personal style, V brings a global creative presence to Champion’s latest campaign.
His role as the campaign’s lead figure reflects the brand’s desire to connect its longstanding athletic heritage with a new generation of culturally influential personalities.
For V, that means stepping into a campaign that places creativity and individuality on the same level as traditional sporting achievement.
It is also another indication of how major sportswear brands continue to look toward musicians and cultural figures to shape their identity beyond the boundaries of performance apparel.
V is joined by a deliberately diverse group of athletes, musicians and entertainers.
The campaign features footballer Romeo Beckham, NBA player Kyle Kuzma, musical duo SOFI TUKKER, Mexican singer Danna Paola, ice hockey player Megan Keller, Olympic swimmer Bella Sims and actor Jaalen Best.
Their different backgrounds give the campaign a genuinely international feel.
From basketball courts and football pitches to music stages and film sets, each personality represents a different interpretation of ambition and creative expression.
Together, they reinforce Champion’s central idea that there is no single path to becoming a champion.
V’s presence gives Champion an opportunity to speak directly to an audience that increasingly sees fashion, music and sport as interconnected.
His career with BTS has made him one of the world’s most recognizable music figures, while his individual fashion presence has developed into a major part of his public identity.
That combination makes him a natural fit for a campaign centered around people who refuse to be defined by one category.
The partnership also reflects the changing role of sportswear.
What once existed primarily for training and competition has become a central part of everyday style and cultural expression. Champion’s latest campaign embraces that shift by placing its clothing within a much broader conversation about identity.
For Champion, “True Champion” represents more than another seasonal campaign.
The brand has spent decades building its reputation around American sportswear, collegiate culture and athletic essentials. Now, its latest campaign suggests a desire to reinterpret that heritage through a more global and multidisciplinary lens.
The decision to place V at the center — alongside athletes, musicians and actors — reflects a culture where influence is increasingly fluid.
A musician can shape fashion. An athlete can become a style icon. An actor can influence streetwear. And a sportswear brand can become part of all of those conversations at once.
That is the world Champion is stepping into with FW26.
Campaign: True Champion
Brand: Champion
Season: Fall/Winter 2026
Global Face: V of BTS
Campaign Launch: August 10, 2026
Featured Talent: Romeo Beckham, SOFI TUKKER, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jaalen Best
Focus: Creativity, individuality, athleticism and cultural influence
