Footballers are no longer just selling goals, trophies and club jerseys; their bodies are becoming powerful marketing tools. Real Madrid midfielder Jude Bellingham has taken that trend to another level after swapping his football kit for designer underwear in a new Calvin Klein campaign, sparking excitement across the fashion and entertainment worlds.
The 23-year-old England international has been unveiled as the new face of American fashion powerhouse Calvin Klein, featuring in its latest Icon Cotton Stretch underwear campaign officially launched on , November 2, 2026.
The campaign marks Bellingham’s first collaboration with the luxury fashion brand, placing him among a list of globally recognised personalities who have previously fronted Calvin Klein’s famous underwear advertisements.
Photographed and directed by Oliver Hadlee Pearch in Madrid in August, the campaign features the football star modelling different designs from the brand’s latest underwear collection. The images showcase Bellingham in boxer briefs, low-rise trunks, hip briefs and slim boxers, highlighting the collection’s focus on comfort, simplicity and modern design.
One of the standout pieces featured in the campaign is the new Icon Cotton Stretch Shine Trunk, which introduces a glossy finish to the brand’s signature waistband.
The campaign, built around the slogan ‘The Icon Underneath’, seeks to promote confidence and self-expression, with the brand using Bellingham’s sporting influence and recognisable public image to connect with a wider audience.
Speaking about the partnership, Bellingham said he enjoyed being part of the campaign, explaining that its message resonated with his belief that confidence begins with feeling comfortable in oneself. He also described Calvin Klein as an iconic brand and expressed excitement about bringing the campaign’s concept to life.
Before the official unveiling, Calvin Klein had teased the collaboration through a cropped promotional image and social media post carrying the words The Next Icon. The teaser quickly attracted attention, with fans identifying Bellingham despite the brand initially concealing his face.
The partnership adds another major fashion collaboration to the midfielder’s growing commercial portfolio. In 2024, Bellingham featured in a men’s underwear campaign for SKIMS, the fashion and shapewear brand founded by Kim Kardashian, ahead of the European Championship.
Calvin Klein, meanwhile, has built a strong reputation for using prominent figures from sports, music and entertainment to front its underwear campaigns. Previous faces have included Justin Bieber, Bad Bunny, Michael B. Jordan and Jeremy Allen White.
The latest campaign is being rolled out globally through Calvin Klein stores, its official website, social media platforms and outdoor advertising placements.
Bellingham’s latest move highlights the growing relationship between professional football and the global fashion industry, where athletes are increasingly becoming influential brand ambassadors beyond their performances on the pitch.
