BTS star V, also known as Kim Taehyung, has expanded his fashion endeavors by becoming a global ambassador for the sportswear brand Champion. This collaboration provides him a new platform to showcase his unique style with a brand renowned for its athletic and streetwear heritage. This development coincides with a significant year for BTS, highlighted by their fifth studio album, “Arirang,” which topped the Billboard 200 in March, and their Arirang World Tour selling out stadiums globally.
The collaboration is timely for V, known for his influence beyond music. He has previously been associated with luxury brands like Celine and Cartier, attended Celine’s Spring 2026 show in Paris with Anna Wintour, and donned custom Celine outfits for the Arirang tour. However, with Champion, V explores a different fashion realm, aligning with the laid-back, everyday style that complements his red-carpet appearances.
Why Taehyung Chose Champion Over Other Luxury Brands
Champion, unlike Celine, is an American sportswear company established in 1919 in Rochester, New York, now owned by Authentic Brands Group. It is celebrated for its athletic basics like sweatshirts, hoodies, and T-shirts, along with its reverse weave construction known for durability and straightforward quality. Champion outfitted collegiate athletes before streetwear popularized American sportswear worldwide. V opts for Champion when he seeks comfort over luxury.
In a GQ interview published with the campaign’s launch, V described the collaboration as a natural match. He noted that his off-duty style leans towards what Champion embodies: comfort, simplicity, and functionality. “My style is pretty instinctive,” he told GQ. The campaign captures this essence, portraying V in Champion essentials without the need for the theatrics of a luxury fashion shoot.
Stefani Fleurant, Executive Vice President of Marketing, Sport, and Lifestyle at Authentic Brands Group, emphasized in the campaign announcement: “V’s creative vision, global influence, and genuine connection with his audience make him a natural partner for Champion.”
The True Champion Campaign and Who Else Is In It
Champion’s True Champion campaign is its most extensive global initiative yet, focusing on creators, athletes, and artists who challenge cultural norms through originality. V joins a lineup featuring Romeo Beckham, musical duo SOFI TUKKER, NBA athlete Kyle Kuzma, Mexican singer Danna Paola, ice hockey player Megan Keller, Olympic swimmer Bella Sims, and actor Jaalen Best. The diverse cast underscores Champion’s positioning as a cultural brand spanning various fields and demographics.
The FW26 collection, highlighted in the campaign, includes Champion’s iconic athletic and lifestyle pieces like reverse-weave sweatshirts and hoodies, alongside newer lifestyle-oriented designs. The collection is accessible through Champion and Target.com, offering a reach that luxury collaborations cannot achieve.
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V on Fashion, Analog Culture and the Arirang Tour
V’s GQ interview delves beyond the campaign, exploring his intuitive relationship with fashion, shaped by exposure and instinct rather than formal education. He also shares his appreciation for analog culture, valuing the patience required for activities like listening to vinyl records or film photography, which contrast with the fast pace of modern life.
He reflects on a notable Arirang tour costume, a custom Celine lambskin jacket with military-style embroidery, which became a highlight of the year. This look was part of a performance reflecting on Korean heritage and global identity. V’s ability to transition seamlessly from such moments to a Champion campaign underscores his appeal as a fashion icon, driven by a genuine instinct.
The Arirang tour’s North American segment continues through early September, with BTS performing in Baltimore on August 10 and 11 at M&T Bank Stadium. The Champion True Champion FW26 campaign is now live at champion.com and target.com.
Featured image: Champion
