Champion Unveils Champions for Champion Campaign Celebrating Icons Across Sport, Music and Culture
The multi-talent campaign features global leaders including The Kid LAROI, Aly Raisman, Romeo Beckham, and more
Champion, the iconic American athletic and lifestyle brand, today announced the launch of its latest brand campaign, Champions for Champion, a global initiative celebrating a diverse lineup of tastemakers who embody what it means to be a modern champion.
Rooted in Champion’s legacy of empowerment and innovation, this campaign spotlights a new generation of trailblazers, from global music artist The Kid LAROI and gold medal gymnast turned advocate Aly Raisman, to style leader Romeo Beckham. They’re joined by martial arts prodigy Rayna Vallandingham, reality competition series winner and rare disorder fundraiser Jeffrey Randall Allen, Colombian actor-musician Juan Palau, K-pop choreographer and cultural force Lia Kim, and gold medal freestyle skier and activist Gus Kenworthy.
Through dynamic storytelling, high-impact visuals, and behind-the-scenes content, Champions for Champion reaffirms the brand’s place at the intersection of sport, style, and culture. The campaign will launch through paid media, impactful out-of-home advertising, and across Champion’s owned digital and social platforms, and will be prominently featured at major global retailers.
Shot across major global cities, each talent campaign set was designed to reflect the personal environments, passions, and stories of the featured talent, blending fashion, sport, and purpose with the authenticity Champion is known for.
“Champion’s identity is rooted in cultural leadership,” said Stefani Fleurant, EVP, Marketing, Sport & Lifestyle at Authentic, the brand’s owner. “By partnering with talent who are redefining excellence in their fields, we’re reinforcing our commitment to inspiring a worldwide community that is united by creativity, confidence, and the Champion spirit.”
Champions for Champion builds on Champion’s long-standing tradition of uplifting creators, athletes, and changemakers to shape the cultural landscape, reflecting today’s values while signaling the brand’s forward-looking vision. Key campaign moments will roll out through the coming months, with exclusive interviews, video content, and limited-edition merchandise amplified through Champion's owned channels and talent platforms.
About Champion
Founded in 1919, Champion has been a pioneer in athletic and lifestyle apparel for over a century. Known for its iconic “C” logo and commitment to quality, innovation, and self- expression, Champion continues to inspire a new generation of consumers with collections that blend performance, heritage, and modern style. Learn more at champion.com.
About Authentic Brands Group
Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, repositions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.
Authentic owns more than 50 global brands, generating approximately $32 billion in annual systemwide retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.