Kim Taehyung, globally known as V from the K-pop group BTS, has officially signed a global partnership with sportswear brand Champion to front its new “True Champion” fall campaign, according to announcements from brand owner Authentic Brands Group. The campaign, which launches globally on a Monday, features V alongside a diverse cast of international figures including Romeo Beckham, Sofi Tukker, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims, and Jaalen Best, as reported by brand representatives.
Why the Champion and BTS V Partnership Matters for Sportswear
The collaboration bridges classic American sportswear heritage with the massive international influence of one of K-pop’s stars. According to Stefani Fleurant, executive vice president of marketing, sport and lifestyle at Authentic Brands Group, V’s creative vision and genuine connection with his audience make him a natural partner for the brand.
Behind the Scenes of the “True Champion” Global Campaign
Speculation surrounding the partnership intensified weeks prior to the official announcement when Authentic Brands Group founder and executive chairman Jamie Salter ran into V at the World Cup finals at MetLife Stadium, posting a viral photograph on Instagram. Fans had also spotted the singer wearing Champion apparel on multiple occasions. According to the source articles, V’s personal aesthetic heavily aligns with casual streetwear, creating natural alignment for upcoming limited-edition collections and visual rollouts.
Did you know? V released his debut solo album titled Layover in 2023, which debuted at number two on the Billboard 200 chart, and later collaborated with music legend Bing Crosby on a duet version of “White Christmas” in 2024. He commands a following of more than 76 million followers on Instagram.
Frequently Asked Questions
Who is V partnering with for the new fashion campaign?
V is partnering with Champion as part of a global partnership for the brand’s new “True Champion” fall campaign, according to Authentic Brands Group.
When does the True Champion campaign launch?
The campaign officially launches globally on Monday, as stated by brand representatives.
Who else is featured in the Champion campaign alongside V?
The campaign features a diverse roster that includes Romeo Beckham, Sofi Tukker, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims, and Jaalen Best.
What company owns Champion?
Champion is owned by Authentic Brands Group, which acquired the brand from HanesBrands for $1.2 billion.
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