Jude Bellingham is the latest global sports star to strip down for Calvin Klein, making his debut as the face of the American fashion label’s new Icon Cotton Stretch underwear campaign. The Real Madrid midfielder appears in a series of photographs shot in Madrid, trading his football kit for the brand’s signature underwear styles in an advertising campaign that puts his athletic physique and confidence front and center.
Officially launched on November 2, the campaign adds another major fashion partnership to Bellingham’s growing résumé. At 23, the England international has established himself as one of football’s biggest young stars, with an influence that increasingly reaches beyond the pitch. His latest collaboration also continues Calvin Klein’s tradition of recruiting recognizable figures from sport and entertainment to front its underwear advertising.
Jude Bellingham Stars in Calvin Klein’s New Campaign
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Photographed and directed by Oliver Hadlee Pearch in Madrid, the campaign features Bellingham posing against clean, understated backdrops that keep the focus on the footballer. The imagery captures his personality through a series of stripped-back portraits, including a reference to the goal celebrations that have become part of his identity on the pitch.
Bellingham models several pieces from the Icon Cotton Stretch collection, including the Boxer Brief, Low Rise Trunk, Hip Brief, and Slim Boxer. He also introduces the new Icon Cotton Stretch Shine Trunk, which features an updated Infinity Bond waistband with a glossy finish.
The collection uses a cotton-stretch blend, combining the softness of cotton with added flexibility. Rather than relying on elaborate styling or complicated settings, the campaign takes a minimalist approach, allowing the underwear designs and Bellingham’s presence to carry the images.
Calvin Klein Teased the Collaboration Before Its Reveal
The official announcement followed several days of speculation after Calvin Klein began teasing its next campaign star on Instagram on October 27. The brand shared a short video showing a model running his fingers from his underwear toward his chest, accompanied by the caption, “The next icon. Coming soon.”
Calvin Klein also took the mystery offline with an outdoor advertising placement in New York City’s SoHo neighborhood. The billboard featured a close-up of Bellingham’s physique without showing his face, offering fans a preview of the collaboration without immediately identifying its star.
Given the footballer’s recognizable build and substantial following, the teaser did not remain a mystery for long. The November 2 reveal confirmed the speculation, introducing Bellingham as the latest face of the brand’s underwear collection.
Bellingham Talks About His First Calvin Klein Campaign
The campaign is built around the concept of “the icon underneath,” connecting the idea of personal confidence with feeling comfortable in one’s own skin. It is a message that aligns with Calvin Klein’s established approach to underwear advertising, which often places simplicity and self-assurance at the center of its imagery.
Speaking about the collaboration, Bellingham said he enjoyed bringing the concept to life and appreciated the opportunity to interpret it in his own way.
“I really enjoyed working on this campaign,” he said in a statement. “I liked the idea of ‘the icon underneath’—that confidence starts with feeling comfortable in yourself. Calvin Klein is such an iconic brand, so it was great to bring that idea to life in my own way.”
His comments offer some insight into the thinking behind the partnership, which brings together the footballer’s sporting identity and the fashion label’s emphasis on individual confidence.
Jude Bellingham Joins Calvin Klein’s Celebrity Underwear Roster
Bellingham’s appointment continues a long-running tradition of Calvin Klein working with high-profile personalities for its underwear campaigns. Since the 1980s, the brand has built a recognizable advertising identity through images featuring prominent figures from entertainment, music, and sport.
Among its more recent campaign stars are Michael B. Jordan, Justin Bieber, Jeremy Allen White, and Bad Bunny, all of whom have helped maintain the cultural relevance of its underwear advertising.
The label also has previous experience working with footballers. Liverpool captain Virgil van Dijk and Tottenham’s Son Heung-min have both appeared in its underwear campaigns, while Trent Alexander-Arnold, Bellingham’s Real Madrid and England teammate, was also featured in late 2025.
With this latest announcement, Bellingham joins that growing lineup, extending his presence into another corner of popular culture outside football.
The Calvin Klein campaign launched globally on November 2 and is rolling out across the brand’s website, retail stores, social media channels, and outdoor advertising. For Bellingham, it marks his first collaboration with the American label and another significant step in his growing fashion profile.
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Featured image: Oliver Hadlee Pearch for Cakvin Klein
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