A new investment fund backed by LVMH and over 200 professional athletes is making its debut investment, taking a nearly $50 million minority stake in U.S. activewear brand Rhoback. The fund, named Champ, launched in April and includes partners like Dak Prescott, Tyrese Haliburton, and Mike Trout.

Unlike traditional endorsement deals, athletes contribute their own capital to Champ's investments rather than receiving payment for promotion. This structure aligns their financial interests with the companies they support, leveraging their social media influence to drive growth. The activewear market has seen significant consolidation as major brands seek to capture younger demographics.

Rhoback, known for its distinctive dog logo and sweat-wicking polos, represents Champ's first target in the consumer brand space. The fund aims to raise $500 million total to pursue additional investments in buzzy consumer companies. This approach reflects growing athlete interest in equity participation over flat endorsement fees.

The partnership signals LVMH's continued expansion into athletic wear, competing with Nike and Adidas for market share. Athletes backing consumer brands through equity stakes rather than traditional endorsements marks a shift toward more strategic business involvement in sports marketing.