BTS member ushers in the brand’s new True Champion campaign

New York, NY —  Authentic Brands Group’s Champion brand forged a global partnership with BTS’ Kim “V” Taehyung as part of its True Champion marketing campaign that starts August 10.

Marking a new chapter for the brand, True Champion, highlights people shaping 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.

“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. 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.”

Joining V in the fall/winter 2026 campaign are Romeo Beckham, SOFI TUKKER, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jaalen Best.