Calvin Klein has launched a global campaign for its Icon Cotton Stretch underwear collection featuring soccer star Jude Bellingham. The campaign marks the English midfielder’s first advertising collaboration with the brand.
Photographed by Oliver Hadlee Pearch in Madrid last August, Bellingham appears in pared-back images wearing several Calvin Klein underwear styles. The shoot also references the player’s trademark celebrations on the field.
The 23-year-old plays as an attacking midfielder for Real Madrid and the England national team. He is recognized for his dribbling, finishing and ability to win the ball.
Bellingham wears the new Icon Cotton Stretch Shine Trunk, which adds a glossy finish to the collection’s Infinity Bond logo waistband. The campaign also features the Boxer Brief, Low Rise Trunk Hip Brief and Slim Boxer, made from a soft cotton stretch blend designed to combine comfort, support and a timeless look.
David Savman, Calvin Klein’s global brand president, said the campaign is intended to reinforce underwear’s role as one of the company’s defining categories and introduce its signature products to a new generation of consumers. He added that Bellingham’s international profile and confidence support that goal.
The campaign launches globally on Monday across Calvin Klein stores, the brand’s website and social media platforms, alongside high-impact out-of-home advertising. Calvin Klein products generated approximately $9 billion in global retail sales in 2025.
Bellingham has previously appeared in advertising campaigns for Louis Vuitton and Skims men’s underwear.
Sources: WWD.