The Kid Laroi has been named the latest brand ambassador for Champion, headlining its “Champions of Champion” campaign. It’s a playfully recursive title—Champion crowning its champions—with Laroi front and center, flanked by fellow notables Romeo Beckham, Aly Raisman, and Juan Palau, each a microcosm of what “champion” means across music, sports, and style.

For Champion, it’s a continuation of its long game: stay relevant by reinterpreting heritage. For Laroi, it’s a strategic wardrobe change—a layering of his global Gen Z stardom with something more tactile and tangible. This is the same artist who toured with Justin Bieber, collaborated with Miley Cyrus and Central Cee, and once lived in Juice WRLD’s shadow before becoming a solo chart fixture. So, stepping into a legacy brand with mainstream streetwear cachet feels less like a pivot and more like a homecoming.