| Calvin Klein Underwear unveiled its first campaign featuring Jude Bellingham on November 2nd, 2026. The 23-year-old Real Madrid footballer stars in photographs by Oliver Hadlee Pearch, showcasing the Icon Cotton Stretch collection. The campaign introduces the new Icon Cotton Stretch Shine Trunk. |
Calvin Klein Underwear launched its first campaign featuring Jude Bellingham on November 2nd, 2026. The 23-year-old Real Madrid and England footballer was photographed by Oliver Hadlee Pearch in Madrid in August 2026. The campaign introduces the Icon Cotton Stretch Shine Trunk. Calvin Klein has not disclosed a specific retail price in its campaign announcement.
The British football star becomes the latest high-profile athlete to appear in Calvin Klein’s underwear advertising, bringing his international recognition to a campaign focused on comfort, confidence and understated design.
Calvin Klein has revealed Jude Bellingham as the latest face of its underwear division, marking the footballer’s first collaboration with the American fashion label. Unveiled worldwide on November 2nd, the campaign places the Real Madrid midfielder at the centre of a series of photographs showcasing the Icon Cotton Stretch collection.
At 23, Bellingham has established himself as one of football’s most recognisable young players. His growing profile beyond sport makes him a relevant choice for a company with a long history of casting public figures in its advertising.
Before the official announcement, Calvin Klein began attracting attention through a teaser posted on Instagram on October 27th. A billboard in New York’s SoHo neighbourhood also offered a partial glimpse of the footballer without revealing his face.
The gradual introduction encouraged speculation among followers before the full campaign was published.
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Photographed and directed by Oliver Hadlee Pearch, the campaign was produced in Madrid in August 2026. Its visual direction follows Calvin Klein’s established preference for simple settings, controlled lighting and limited styling.
Against a predominantly white background, Bellingham appears in several underwear designs, photographed in both composed and informal poses. The lighting highlights the proportions of the garments while keeping the overall presentation straightforward.
One photograph references his familiar arms-outstretched goal celebration, connecting the campaign to his football career without relying on sporting equipment or stadium imagery.
The approach is consistent with the label’s earlier underwear advertisements, where recognisable personalities and relatively simple compositions have remained central to the creative direction.
The campaign features several established Calvin Klein Underwear styles, including the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer.
Each design uses a cotton stretch fabric intended to provide flexibility, support and everyday comfort. The collection retains the familiar logo waistband, a distinctive feature of Calvin Klein underwear.
Bellingham also introduces the new Icon Cotton Stretch Shine Trunk, which updates the brand’s Infinity Bond waistband with a glossy finish.
Rather than introducing an entirely different silhouette, the new model focuses on a relatively small design adjustment. It reflects the company’s continued interest in updating existing underwear essentials without substantially changing their appearance.
Bellingham’s appointment continues Calvin Klein’s longstanding relationship with celebrities and professional athletes.
Previous underwear campaigns have featured Michael B. Jordan, Justin Bieber, Jeremy Allen White and Bad Bunny, among others. Footballers including Son Heung-min, Virgil van Dijk and Trent Alexander-Arnold have also appeared in advertising for the label.
For Bellingham, the collaboration adds another international fashion project to a career already associated with major commercial partnerships.
Speaking about the campaign, he explained that its central message appealed to him because it connected personal confidence with feeling comfortable in oneself.
His participation also demonstrates how sports figures increasingly occupy a prominent position in fashion advertising, particularly as brands seek audiences beyond traditional fashion consumers.
The campaign is being distributed through Calvin Klein stores, its official website, social media channels and outdoor advertising locations.
Its creative direction does not represent a significant departure from the label’s established identity. Instead, it combines familiar underwear designs with a footballer whose public profile extends across different markets.
For Calvin Klein, Bellingham offers a connection between professional sport and contemporary menswear. For the footballer, the campaign represents another step into international fashion advertising.
The result is a straightforward presentation of an established product category, with the emphasis placed on the garments, the photography and the personality wearing them.
