Champion’s new Spring Summer 2026 campaign starts from the streets to rewrite the rules. Literally. Reverse The Rules is in fact the title of the project that moves through Milan, Berlin, and Liverpool, portraying a generation that lives by its own ideas within urban space. There are no constructed sets or artificial backdrops, but skate plazas, graffiti-covered walls, and independent spaces that become the starting point for a narrative built around the concepts of movement, expression, and community.

That is the core of the campaign: youth culture is born wherever people choose to be. Cities become open surfaces, architecture turns into opportunity, and crews trigger new visual and social dynamics. Champion observes this energy and translates it into a European narrative made of different scenes, all united by the same instinct: to move, create, and connect.

Milan represents the chapter dedicated to Movement. Here, the city becomes a continuous playground, crossed by skaters who reinterpret staircases, squares, and hidden corners, overturning the function of urban spaces and transforming them into true places of expression. The Milan chapter of the campaign was shot by Robbie McIntosh, a Naples-born photographer who works exclusively on film.

embed One Minute Talk | Robbie McIntosh

By following the young people at the center of this project through a typical day in their lives, McIntosh built a narrative guided by his personal vision, moving spontaneously and staying true to his own aesthetic sensibility. His images convey an intimate and authentic atmosphere, where the spontaneity of everyday moments becomes the campaign’s true visual language.

Berlin, on the other hand, becomes the territory of Expression, where writers turn walls, tunnels, and abandoned spaces into a living canvas. Here, creativity does not pass through institutions but through the street, and every intervention tells a story of identity, attitude, and belonging. Liverpool closes the narrative with the chapter dedicated to Community, built around Lost Art skate shop, a landmark for the local scene and a symbol of a culture that grows through real connections, mutual support, and shared spaces.

Reverse The Rules thus becomes a glimpse into the new European generation. A generation that builds its own spaces, defines its own rules, and continuously redefines the very concept of urban culture. Champion observes this movement and lets it emerge, allowing the cities—and the people who live them—to tell the rest.

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