Champion today unveils Still In The Game, a new brand campaign marking more than a century at the heart of sport, culture and performance.
Built on innovation and proven through performance, Champion’s influence on modern sportswear runs deep. From replacing wool with fleece. Inventing the hoodie for the sideline and warm-up. Introducing breathable nylon mesh jerseys. Developing the reversible t-shirt. Supporting the pioneers behind the original sports bra.
Innovation that didn’t just change products, but changed how sport is played.
Still In The Game is not a heritage look-back. It is a statement of relevance. The campaign reasserts Champion’s place at the intersection of athletic innovation and contemporary culture, showing how the brand’s foundations continue to shape performance today.
From boxing rings and packed arenas to subways, street courts and underground gyms, past and present stand shoulder to shoulder. The pressure, the hunger and the fight remain unchanged. Reality glitches. Worlds collide. One truth holds firm: the games never stop.
Champion has always belonged to the athletes who keep showing up. Still In The Game shows how the brand’s heritage lives on through today’s fighters, those carrying the pressure forward and pushing Champion into its next era.
The campaign stars UFC heavyweight Tom Aspinall, captured in moments of calm and confidence before the fight, reflecting Champion’s long-standing connection to combat sport. He is joined by professional boxer Tiah-Mai Ayton, representing a new generation shaped by discipline, resilience and modern training culture.
The campaign delivers high-impact still images that merge heritage aesthetics with contemporary athletic energy. Styled by Celestine Cooney who blends vintage Champion references with modern technical layering, the campaign reinforces Champion’s lineage across boxing, MMA, basketball and American football, expressed through a modern cultural lens.
After more than 100 years of showing up across sports, streets and generations, Champion is still in the game.
