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. 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. After more than 100 years of showing up across sports, streets and generations, Champion is still in the game.