Sportswear giant Champion has unveiled the next chapter of its Still In The Game campaign — a bold, cinematic film directed by Carlos Rico, the creative force behind the original Grand Theft Auto: London trailer.
Marking more than a century at the centre of sport, culture and performance, the campaign doesn’t dwell on nostalgia. Instead, it positions Champion as a brand that continues to shape athletic and streetwear culture in 2026 and beyond.
For a generation raised on gaming visuals, hybrid training culture and crossover fashion, Champion is making one thing clear: it’s not just heritage — it’s still relevant.
Tom Aspinall and Tiah-Mai Ayton Front the Campaign
Leading the film is UFC heavyweight Tom Aspinall, captured in moments of composure before stepping into the octagon. Known for his explosive power and technical precision, Aspinall embodies the discipline and mental control that define modern combat athletes.
Alongside him is rising professional boxer Tiah-Mai Ayton, representing a new wave of fighters shaped by resilience, high-performance training and contemporary sports culture.
Champion’s long-standing relationship with combat sport sits at the heart of the film. Rather than focusing purely on spectacle, the campaign highlights preparation — the quiet intensity before competition, the ritual, the mindset.
It’s a powerful reflection of Champion’s DNA: performance first, always.
A Game-Inspired Visual World Where Past Meets Present
What sets Still In The Game apart is its game-inspired visual language. Directed by Rico, the film merges live-action videography with animation, glitch effects and dynamic, game-style transitions.
The result? A fast-moving virtual landscape where:
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Historic Champion sporting moments collide with modern training culture
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Eras overlap and fracture
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Iconic athletic imagery transitions seamlessly into contemporary fight environments
Punches thrown decades ago land in the present. Time splinters. The message remains intact: Champion is still shaping the game.
The fragmented digital world mirrors today’s culture — where sport, streetwear, gaming and fashion exist in constant crossover. It’s a creative approach that feels especially relevant in an era where athletic brands double as lifestyle statements.
More Than Heritage: Champion’s Cultural Staying Power
Founded in 1919, Champion has built its reputation on innovation in athletic apparel — from activewear and sweats to sports bras, team uniforms and footwear. Over the decades, the brand has become a staple in both performance sport and street culture.
Today, Champion positions itself as a lifestyle brand born from sport, combining technical design with modern aesthetics. The brand continues to focus on product innovation and state-of-the-art testing to deliver uncompromised quality.
But beyond apparel, Champion’s mission is rooted in purpose. The brand believes Champions are defined not by what they make, but by what they do with it — encouraging individuals to use their platform, voice and influence to create positive impact.
That ethos aligns with wider conversations happening across sport and fashion, something we regularly explore in our Fashion and Lifestyle sections.
Why Still In The Game Matters in 2026
In a landscape dominated by emerging streetwear labels and performance-driven competitors, legacy brands are under pressure to prove their relevance. Champion’s latest campaign answers that challenge head-on.
By blending:
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Combat sport authenticity
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Gaming-inspired visual storytelling
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A new generation of athletes
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A 100-year heritage
Champion demonstrates that cultural longevity doesn’t mean standing still — it means evolving with the times.
The Still In The Game film isn’t about looking back. It’s about momentum.
Where to Watch and Follow
You can explore the full collection and campaign at championstore.com and follow updates via Champion Europe on Instagram.
