By Joy Agoylo
Champion is putting a new face at the center of its next chapter. The American athletic and lifestyle brand has named V of BTS as the face of its new global True Champion campaign, bringing the K-pop star’s influence in music, fashion and culture into the brand’s latest story.
For Champion, the campaign is less about defining what a champion looks like and more about challenging the definition altogether. True Champion brings together athletes, artists and creators who have built their own paths and made an impact by staying true to their individual identities.
V is a fitting choice for the campaign. Beyond his work with BTS, the artist has developed a distinct presence in fashion and the arts, with a personal style that has become just as recognizable as his music. His ability to move between different creative spaces has also made him one of the most influential figures in global pop culture.
“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.
Fleurant added that V’s “creative vision, global influence and genuine connection with his audience” make him a natural partner for the campaign.
He is joined by Romeo Beckham, SOFI TUKKER, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jaalen Best, bringing together names from sports, music and entertainment for the Fall/Winter 2026 campaign. Different fields, different stories, one shared idea: knowing who you are and owning it.
True Champion looks beyond trophies and competition, spotlighting people who make an impact through what they create, how they play and how they express themselves. With V leading the global campaign, Champion brings its athletic heritage into a wider conversation around fashion, music and culture.
In the Philippines, True Champion is now live at Champion stores nationwide, from Glorietta 4 and TriNoma to SM Mall of Asia, SM Megamall, SM North EDSA, SM Baguio, SM City Cebu, SM Iloilo and SM Lanang Premiere Davao, among other locations.
The collection featured in the campaign will follow in October, with select styles arriving at participating local stores and online via Anthem and Champion on Zalora. For the latest campaign updates, follow @champion.ph on Instagram and TikTok and @championphilippines on Facebook.
With V leading the charge, Champion is making its point loud and clear: being a champion is not just about the win. It is about having your own game.
All photos courtesy of Champion
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