Jude Bellingham Fronts Calvin Klein's Icon Underwear Campaign
Calvin Klein has put Jude Bellingham, the England and Real Madrid midfielder, at the centre of a global underwear campaign. It is his first advertising campaign for the American brand, according to WWD.
Bellingham is 23 and plays as an attacking midfielder. He is part of the Real Madrid squad in Spain and the England national team. The campaign celebrates Calvin Klein's Icon Cotton Stretch underwear, a range made from a blend of cotton and stretch fibre that lets the fabric move with the body.
Bellingham introduces a new style, the Icon Cotton Stretch Shine Trunk. Its waistband updates the brand's Infinity Bond logo with a shiny finish. He also wears the Boxer Brief, the Low Rise Trunk, the Hip Brief and the Slim Boxer, all in the same blend.
Calvin Klein's own website says the Infinity Bond designs have a stitch-free waistband, which the brand describes as offering ultimate comfort. The company says the waistband is the focus of the new designs. Calvin Klein presents the collection as a partnership with the player.
The photographs were taken in Madrid in August by Oliver Hadlee Pearch, according to WWD. Yahoo covered the campaign on 28 October, describing images of Bellingham in tight white briefs.
The campaign goes live worldwide on Monday, 2 November. It will run in Calvin Klein stores, on the brand's website and social media accounts, and on out-of-home advertising, meaning billboards and posters in public spaces.
Calvin Klein is part of PVH Corp, the apparel group that owns the label. Global retail sales of Calvin Klein products were about USD 9 billion in 2025, WWD reported.
Bellingham has appeared in advertising before. He has fronted campaigns for Louis Vuitton and for Skims, the shapewear and underwear label, in its men's underwear line. The Calvin Klein work adds another brand to that list, and it moves him into a category where the product is worn close to the body and seen by millions of shoppers who may never watch a match.
