V of BTS leads Champion’s global True Champion Autumn/Winter 2026 campaign, a partnership connecting music, fashion, sport and personal identity.
Champion is entering a new international chapter alongside one of the most influential stars in Asian entertainment. The iconic sportswear brand has chosen V of BTS as the leading face of its new True Champion campaign, a global partnership that places the South Korean singer at the heart of its Autumn/Winter 2026 collection while strengthening the company’s connection with a new generation.
The choice of Kim Taehyung, the artist’s real name, reflects a strategy that goes far beyond his enormous popularity. Champion sees V as someone capable of representing the values it wants to communicate through this new chapter: individuality, creativity, authenticity and freedom of expression. These are qualities the BTS member has developed over the years through both his music and his distinctive relationship with fashion.
Now established as one of the most internationally recognised South Korean artists, V has built an instantly identifiable aesthetic. His style combines classic garments, vintage references, sportswear and sophisticated elements without relying exclusively on current trends. That willingness to experiment is central to the True Champion concept.
The campaign focuses on presenting a more relaxed side of the singer. The first images show V wearing looks inspired by American varsity and collegiate style, two codes deeply connected with Champion’s heritage. Oversized jackets, sweatshirts, tracksuit bottoms, rugby-inspired pieces and retro trainers create a casual wardrobe that fits naturally with his well-known off-duty aesthetic.
The artist has explained on different occasions that he tends to choose his clothes according to how he feels at any given moment, rather than following overly rigid formulas. Basic T-shirts, comfortable garments and relaxed silhouettes play an important role in his wardrobe, although he often incorporates small details capable of completely transforming an outfit.
Among the pieces featured in the campaign, one in particular has caught his attention: a grey long-sleeved top featuring Champion’s red logo. Its apparent simplicity reflects the singer’s everyday style, while the red detail introduces a striking visual contrast that matches his fondness for incorporating the colour into different looks.
The collaboration also strengthens the growing relationship between K-pop and the international fashion industry. In recent years, the members of BTS have become highly sought-after figures for some of the world’s most prominent brands, demonstrating that their cultural influence extends far beyond music.
In V’s case, this connection with creativity is also evident throughout his solo career. His first solo album, Layover, released in 2023, revealed a more personal side of the artist through a project influenced by genres including jazz and R&B. That chapter confirmed his desire to develop projects with a distinctive identity beyond the global phenomenon of BTS.
With True Champion, the company aims to bring that same philosophy into the world of sportswear. The campaign celebrates individuals who make a cultural impact by following their own vision, whether their careers are rooted in music, sport or entertainment.
