Champion has snagged V — from the ultra popular K-pop group BTS — for a global partnership.
The singer, known for his cultural influence across music, fashion and art, will be among a slew of famous faces to be featured in the brand’s new “True Champion” fall campaign. V will join Romeo Beckham, Sofi Tukker, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jaalen Best.
“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, sport and lifestyle at Authentic Brands Group, 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.”
The True Champion campaign launches globally Monday.
V, whose given name is Kim Taehyung, is a singer/songwriter known for his distinctive low-pitched voice. In addition to BTS, he also released a solo album in 2023, “Layover,” which debuted at number two on the Billboard 200. He also collaborated with Bing Crosby on a duet version of “White Christmas” in 2024. He has more than 76 million followers on Instagram.
Champion, which was founded in 1919, was acquired by Authentic from HanesBrands for $1.2 billion last year. An example of V’s popularity was evident when Jamie Salter, founder and executive chairman of Authentic, ran into the singer at the World Cup finals at MetLife Stadium last month and posted what became a viral shot on his Instagram page.
