Football star Jude Bellingham steps into a new Calvin Klein underwear campaign. It is his first collaboration with the brand.
Jude Bellingham has signed up for a Calvin Klein underwear campaign, and it is the first time the footballer has worked with the label.
The casting follows a pattern. Calvin Klein has tapped a football star to front a new underwear campaign, putting an athlete whose day job is played in front of tens of thousands of people into the sort of picture the brand is known for. For Bellingham, the move is a debut: this is his first collaboration with the house.
Why it matters
Sport and fashion have been circling each other for years, and a footballer’s name on a campaign is now a familiar sight on the fashion calendar. What makes this one worth noting is the category. Underwear is Calvin Klein’s most direct line to its audience, and the brand has chosen Bellingham as the face of its newest push.
For Bellingham, it is a first step onto a fashion stage that belongs to a label with a long record in this territory. For Calvin Klein, it is a high-profile name from the pitch, matched with a product it knows how to sell.
The campaign is new, and the partnership is only beginning. We will follow it as it unfolds.
Via FashionNetwork
