# Kim Taehyung Swaps Couture for Champion, and It Suits Him > The True Champion campaign puts the BTS singer in varsity jackets and rugby knits in a room full of cassettes, alongside Romeo Beckham and Sofi Tukker. - Source: Star Life - Canonical URL: https://starlife.channel/article/kim-taehyung-champion-campaign-photos-details - Author: Noor Adler - Section: Red Carpet - Published: 2026-08-12T17:00:00.000Z - Updated: 2026-08-12T17:00:00.000Z - Tags: Kim Taehyung, BTS, Champion, Campaigns --- Kim Taehyung has turned into one of the more closely watched dressers in fashion without ever appearing to work at it, whether that is at Paris Fashion Week or on the way through an airport. Champion is the latest label to work out what that is worth. ## The campaign True Champion launches today with Taehyung leading it, alongside Romeo Beckham, Sofi Tukker, Kyle Kuzma, Danna Paola, Megan Keller, Bella Sims and Jaalen Best. What it avoids is a gym. Instead of dropping him into a sports setting, the campaign builds around the everyday wardrobe that made him a reference point in the first place: oversized varsity jackets over quarter zips, loose sweatpants, rugby knits cut like something from an archive, and old trainers. The rooms are warm and clearly lived in, with cassettes, records and headphones left across them. ## A step sideways for the label Champion built its name on activewear, and this reads as a shift rather than a continuation. The campaign is at least as interested in how people dress on an ordinary day as in what they train in, and Taehyung is the obvious bridge between those two things, being somebody whose off duty clothes travel further than most runway looks manage. ## The rest of the list He is already a global ambassador for Celine and for Cartier, and since being discharged from military service in 2025 he has fronted campaigns for Coca-Cola Philippines, TirTir, Snow Peak Apparel and Compose Coffee. Champion joins a roster that has been filling up quickly. ## A busy year around it BTS went back to the American Music Awards earlier in 2026 for the first time in four years, performed Hooligan, and left with Artist of the Year and Song of the Summer for Swim, which had already reached number one on the Billboard Hot 100. The group has since played the halftime show at the FIFA World Cup final. This campaign lands in the middle of all of that. --- Originally published by Star Life. Free to cite with attribution and a link to https://starlife.channel/article/kim-taehyung-champion-campaign-photos-details.