CHAMPION LAUNCHES GLOBAL CHAMPIONS FOR CHAMPION CAMPAIGN

Summary

• Champion launches Champions for Champion campaign featuring The Kid LAROI, Aly Raisman, Romeo Beckham and five other personalities
• Campaign targets modern cultural figures across sports, music and entertainment to connect with younger audiences
• Content will roll out through paid media, retail partnerships and social channels over coming months

Champion has announced its new Champions for Champion campaign, selecting eight personalities from sports, music and culture to represent the athletic wear brand.

The campaign features Australian rapper The Kid LAROI, Olympic gymnast and activist Aly Raisman, and Romeo Beckham. The roster also includes martial arts athlete Rayna Vallandingham, reality TV winner and rare disease research advocate Jeffrey Randall Allen, Colombian actor and musician Juan Palau, K-pop choreographer Lia Kim, and Olympic freestyle skiing gold medalist Gus Kenworthy.

Champion filmed the campaign across multiple cities, creating content designed to reflect each personality's background and interests. The brand plans to distribute this content through paid advertising, outdoor displays, digital platforms and retail partners.

Stefani Fleurant, Executive Vice President of Marketing at Authentic Brands Group, which owns Champion, said the campaign aligns with the company's focus on cultural leadership. She noted that working with figures who are "redefining excellence" supports Champion's goal of inspiring a global community.

The campaign builds on Champion's history of partnering with athletes and cultural figures. Founded in Rochester, New York in 1919, the brand has spent over 100 years in athletic and lifestyle clothing.

Champion will release campaign content gradually over the coming months. This includes interviews, video content and a limited edition collection. The brand will promote these releases through its own channels and those of the featured personalities.

The initiative represents Champion's effort to maintain relevance with younger consumers who follow these cultural figures across social media platforms. The brand continues to operate under its parent company Authentic Brands Group, which acquired Champion in 2017.

Each personality brings their own audience and cultural influence to the partnership. The Kid LAROI has gained international recognition in hip-hop and pop music. Raisman won multiple Olympic medals and has advocated for athlete rights. Romeo Beckham, son of David Beckham, has built his own profile in fashion and football.

The other participants represent different areas of influence. Vallandingham competes in martial arts, while Allen has used his reality TV platform to promote medical research. Palau works in Colombian entertainment, Kim choreographs for major K-pop acts, and Kenworthy combines athletic achievement with LGBTQ+ advocacy.

Champion operates globally with products available through its website and retail partners.