V of BTS helps Champion reset for a new generation

Champion is turning to K-Pop star V of BTS to help reposition the century-old athletic brand for a new generation of consumers. The company has named V, also known as Kim Taehyung, the face of its new “True Champion” campaign, a global initiative that spotlights athletes, artists and creators whose influence is defined as much by individuality and cultural impact as by performance.

Announced on Monday, the partnership marks what Champion calls “a new chapter” for the brand. The True Champion campaign is designed to celebrate people “shaping today’s culture through their originality, perspective and enduring impact,” bringing together figures from sport, music and the broader creative community.

Stefani Fleurant, EVP, marketing, sport and lifestyle at Authentic, cited V’s “creative vision, global influence and genuine connection with his audience” as the reasons he is a “natural partner” for the brand.

V’s appointment comes as brands across fashion and lifestyle increasingly use K-Pop ambassadors to drive awareness and sales among Gen Z and millennial audiences. The list includes high luxury brands such as Dior, Louis Vuitton, Chanel and more.

Champion described V as “known for his unmistakable style, artistic vision and global reach,” and noted that his influence “extends beyond music, leaving an indelible mark across fashion, art and popular culture while connecting with millions of fans worldwide.”

The campaign’s wider cast reinforces that strategy. Joining V in the fall/winter 2026 True Champion campaign are Romeo Beckham, musical duo Sofi Tukker, NBA player Kyle Kuzma, singer and actor Danna Paola, hockey player Megan Keller, swimmer Bella Sims and creator Jaalen Best. Together, the group is presented as a diverse cross-section of Champion’s global community, illustrating how the brand is broadening its definition of what it means to be a “champion” today beyond traditional sports.