Champion, the American athletic and lifestyle brand, will introduce on Monday 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. The campaign coincides with the introduction of the Champion for Target collection, which encompasses activewear and sporting goods for adults and kids, and will roll out in Target stores and online this Sunday.

The ad campaign spotlights a new generation of trailblazers, from gold medal gymnast turned advocate Aly Raisman to style leader Romeo Beckham to global music artist The Kid Laroi. They are 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.

The campaign utilizes storytelling, high-impact visuals and behind-the scenes content, and positions the brand at the intersection of sport, style and culture. It will launch through paid media, out-of-home advertising and across Champion’s owned digital and social platforms, and will be prominently featured at major global retailers that carry Champion, including Target in the U.S.

Shot across major global cities, each talent’s campaign set was designed to reflect the personal environments, passions and stories of the featured individual, blending fashion, sport and purpose with the authenticity Champion is known for. In the coming months, there will be exclusive interviews, video content and limited-edition merchandise amplified through Champion’s owned channels and talent platforms.

“Champion’s identity is rooted in cultural leadership,” said Stefani Fleurant, executive vice president, marketing, sport and lifestyle at Authentic, owner of the Champion brand. “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.”

The campaign is timed to the launch of Champion for Target, which gave a sneak peak of the full collection on Target.com on Sunday ahead of its official launch on Aug. 3 in most Target stores and on target.com.

Like Target’s strategic partnerships with Levi’s, Ulta and Kendra Scott, the partnership with Champion features more than 500 items spanning apparel, accessories, footwear and sporting goods for kids and adults. Prices range from $3 to $70, but the majority of items are under $40. The collection highlights on-trend colors, exclusive premium fabrics, unique washes, detailed trims and a unique Champion logo.

Following the August launch, Target will introduce an exclusive, limited-time-only collection of classic, varsity-inspired apparel for women and men in September with the design influenced by Champion’s archival collection.

The addition of Champion builds on Target’s focus to grow the apparel category. The collection is meant to complement retailer’s All in Motion activewear assortment that’s designed for performance.

Target previously offered C9 by Champion which was a performance line for adults and kids. When Target launched its own brand, All in Motion in 2020, it made the decision to phase out C9 by Champion given the overlap in the category.

“While we shifted away from the C9 brand at that time in service of developing All in Motion — which has since grown into a billion-dollar brand — we also know the Champion brand resonates with guests and an even broader set of customers. Our hope is that bringing this powerhouse brand into the lineup of offerings in a fresh way that complements our owned brands will give consumers more choices and reasons to choose Target,” said Jill Sando, executive vice president and chief merchandising officer of apparel and accessories, home and hardlines at Target.

Discussing why she feels the Champion for Target line will appeal to its customers, Sando said, “Our consumers love discovering new on-trend styles at affordable prices, and that’s exactly what this collection delivers. By combining Champion’s legacy in sportswear and Target’s style authority, the Champion for Target collection offers a mix of stylish, well-designed and affordable basics and on-trend lifestyle pieces that give guests more choices for activewear dressing. For example, you might wear your All in Motion gear to a workout class, then switch into something from the Champion for Target collection to grab brunch or run errands.”

According to Sando, the Target and Champion teams worked closely on this partnership to ensure it remained authentic to both, “providing input on the best aesthetics for the Target guest and offering a cohesive assortment with only-at-Target styles, colors and fabrics across different product categories.”

She said that their approach included looking back at Champion’s archives for inspiration on what would be best for Target shoppers for their limited time-only classic, varsity-inspired Champion collection dropping in September. “This collection celebrates the rich history and incredible heritage of the brand in a modern way and leans into nostalgia, which we know our guests love,” Sando said.

“The new collection offers a more fashion-forward feel, designed with premium fabrics and unique details. The collection offers a lot of bold, colorful items like coordinated sets for both kids and adults, backpacks and sporting goods, so there’s really something for the entire family,” Sando added.

Sando noted that Target worked with Authentic previously for their limited-time-only Prince for Target collection “so partnering with Champion was a natural next step as we continue to grow our national brand partnerships and focus on expanding our apparel and sporting goods offerings.”

Jarrod Weber, Authentic’s global president, sports and lifestyle, said, “Champion is a brand that resonates with a wide range of consumers, and accessibility has always been a priority for us. Target is one of the nation’s great retailers servicing a huge population known for offering a variety of lifestyle products, and we believe their customers will appreciate the opportunity to experience Champion in a dedicated environment. This partnership reflects our shared commitment to delivering quality, style, and value — and we’re excited about what we can build together.”

Target’s first-quarter net earnings increased 10 percent to $1 billion, or $2.27 a diluted share, with a boost from litigation settlements. But adjusted EPS of $1.30 came in 35 cents below the $1.65 Wall Street analysts forecast. Sales fell 2.8 percent to $23.8 billion in the quarter. Target said merchandise sales were down 3.1 percent and other revenue increased 13.5 percent. On the brighter side, digital comparable sales grew 4.7 percent, powered by a 35 percent growth in same-day delivery and continued expansion in drive-up pick up.

Brain Cornell, chief executive officer, told reporters on a conference call in May, “Headwinds included ongoing pressure in our discretionary business plus five consecutive months of declining consumer competence, tariff uncertainty and the reaction to the updates we shared on belonging in January” when the company shifted away from its diversity, equity and inclusion initiatives.