V Has Landed.
The heritage American sportswear label, born in 1919 and long synonymous with collegiate hoodies, varsity sweats, and off-duty athletic dressing, has named the K-pop star its new global ambassador for “True Champion,” the brand’s fall push launching worldwide this week. The campaign leans into effortless ’90s nostalgia and laid-back campus style, a lane Champion has owned since it pioneered reverse-weave sweatshirts in the 1930s and became a fixture of American ivy and streetwear culture decades later. V joins a wide-reaching cast for the push, including Sofi Tukker, Romeo Beckham, and more.
The pairing marks a style pivot for V, who’s spent the past year building a fashion résumé on the opposite end of the spectrum like its usual fits from Celine on the BTS World Tour stage, ambassador stints with major maisons post-military service. Trading tailoring for track jackets and sweats gives the campaign its central tension: a K-pop idol known for elevated, runway-adjacent dressing, styled instead in the loose, boxy silhouettes and varsity codes that built Champion’s identity in the first place.
PHOTO CREDIT: Courtesy from the brand
