Champion’s best moments tend to happen when sport, subculture, and everyday style all collide and “Still In The Game” throws all those aspects into a blender to create a wild ride. Its new campaign meshes very little live action with video game-inspired visuals to create a mind-bending campaign ripped out of your childhood favourite RPG.

The film is directed by Carlos Rico, a creator known for a London-set GTA-style trailer concept and if Champion aimed for their campaign to feel like culture content (rather than content about culture), hiring someone who already speaks that language fluently was a good shout.

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Front and centre are two athletes from combat sport — UFC heavyweight Tom Aspinall and professional boxer Tiah-Mai Ayton. The world feels geeky but not in the most obvious ways(no clunky levelling-up metaphors, thankfully). Instead, the editing language does the heavy lifting: the film jumps between the boxing ring, American football field, New York subway inside a fragmented virtual space.

Champion positions this as a statement of ongoing relevance. While the film’s concept does a lot of talking, the underlying message is “Champion is still present where sport meets style.”

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