Photo Credit: V for Champion
Sportswear brand Champion announces BTS’ V as the new global ambassador for its “True Champion” fall campaign.
Classic sportswear brand Champion has tapped V, from K-pop mega-star group BTS, as the latest brand ambassador for its new global fall campaign, “True Champion.” Known for his cultural influence in music and fashion, V joins a group of celebrities to be featured in the brand’s upcoming campaign, including Sofi Tukker, Bella Sims, Romeo Beckham, Kyle Kuzma, Danna Paola, Megan Kelller, and Jaalen Best. The True Champion campaign launches worldwide on Monday.
“True Champion represents a new chapter for Champion and the values that continue to define our brand,” said Stefani Fleurant, Executive Vice President of Marketing, Sports, and Lifestyle at Authentic Brands Group and Champion’s owner. “V’s creative vision, global influence, and genuine connection with his audience make him a natural partner for Champion. Together with an incredible cast of athletes, artists, and creators, this campaign celebrates the many ways people inspire others through who they are and the incredible talent they bring to the world.”
V, whose real name is Kim Taehyung, is known for his distinctive low voice. He also released a solo album in 2023, Layover, which debuted at #2 on the Billboard 200. In 2024, he released a duet version of “White Christmas” with Bing Crosby.
“To me, being a ‘True Champion’ isn’t about trying to become someone special,” said V. “Just don’t try too hard to be someone else. I think the more you stay true to yourself, the more confident you’ll become.”
The singer called the partnership “a natural fit” and said the values of the campaign resonate personally with him. V, who is no stranger to working with luxury brands, added that being a brand ambassador for Champion is “perfectly in line” with his life since completing his Korean military service.
Jamie Salter, Founder and Executive Chairman of Authentic, which acquired Champion from Hanes Brands for $1.2 billion in 2025, ran into V at the World Cup finals at MetLife Stadium last month. The pair posed for a photo on social media that appeared to hint at the upcoming collaboration.