The pop royalty member of the world’s biggest music group ushers in the brand’s new True Champion campaign
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.
V (Kim Taehyung) is a South Korean singer, songwriter and member of BTS. His solo discography includes Stigma, Singularity, and Inner Child. He demonstrated his songwriting capabilities with 4 O’CLOCK, Scenery, Winter Bear, Blue & Grey, and Snow Flower. He has also participated in original soundtracks for Korean TV series, 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 also solidified his recognition as a solo artist, showcasing his soulful vocals and unique style that reinforce his status as a fashion icon.
“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.”
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.
In the Philippines, the True Champion campaign rolled out August 11, 2026, across Champion stores nationwide: Glorietta 4, TriNoma, MarQuee Mall, Festival Mall, Ayala Malls Manila Bay, SM Grand Central, SM Mall of Asia, SM Megamall, SM North EDSA, SM Baguio, SM City Cebu, SM Iloilo, SM Dasmariñas, SM Sta. Rosa, SM Pampanga, and SM Lanang Premiere Davao.
A new Champion collection, featuring select styles seen in the True Champion campaign, is expected to arrive in selected local stores and online channels at www.anthem.com.ph and Champion Zalora in October 2026.
Founded in 1919, Champion has been a pioneer in athletic and lifestyle apparel for over a century. Known for its “C” logo and commitment to quality, innovation, and self-expression, Champion continues to inspire a new generation of consumers with collections that blend performance, heritage and modern style.
For more information and the latest updates, follow @champion.ph on Instagram and TikTok and @championphilippines on Facebook.
