Jude Bellingham becomes face of Calvin Klein underwear campaign
Summarised from 3 outlets · Updated 3 Nov, 14:16 · Archive
England midfielder Jude Bellingham has been unveiled as the new face of Calvin Klein's latest underwear campaign. Calvin Klein began teasing the campaign last week with a mystery star dubbed 'the next icon' before confirming Bellingham as the spokesperson on Monday.
The 23-year-old Real Madrid player posed in a series of photographs for the Icon Cotton Stretch collection, available in white and black. A pack of three pairs retails for around £44. The campaign includes close-up shots of Bellingham in the label's underwear, with voiceover declaring: 'What matters most is the icon underneath'.
Bellingham said of the campaign: 'I really enjoyed working on this campaign. 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.'
The campaign follows similar endorsements by other high-profile athletes. David Beckham signed a three-year deal with Emporio Armani in 2007, reportedly worth £20m, with the brand reporting a 20 per cent sales increase following the announcement. Calvin Klein's previous campaign stars have included musicians Bad Bunny and Justin Bieber, Emmy winner Jeremy Allen White and Oscar winner Michael B Jordan.
Bellingham's profile has been elevated by England's third-place finish at the 2026 World Cup, where he scored seven goals for the Three Lions, setting a record for most goals scored by an England player at a single World Cup.
How it is being reported
- Jude Bellingham leaves the internet very thirsty with ‘perfect’ Calvin Klein underwear shootThe photos have been praised for their 'healing' powers.Metro · 3 Nov, 14:02
- It's Golden Bells! England star Jude Bellingham follows David Beckham into underwear modelling in steamy Calvin Klein photoshootEngland midfielder Jude Bellingham is starring in an eye-catching underwear campaign for Calvin Klein.Daily Mail Sport · 2 Nov, 16:58
- Jude Bellingham Takes The Lead In Calvin Klein's Steamy New Underwear CampaignEngland star Jude Bellingham has been unveiled as the star of Calvin Klein ’s latest underwear campaign. Last week, the fashion brand began teasing a steamy new ad campaign dubbed simply “the next icon” starring a mystery star who fans quickly sussed out was the record-breaking midfielder. the next icon. coming soon. pic.twitter.com/3cLy81XkYR — calvinklein (@CalvinKlein) October 27, 2026 On Monday, Calvin Klein finally confirmed that Jude was their new celebrity spokesperson, following in the footsteps of recent stars like Grammy-winning musicians Bad Bunny and Justin Bieber , Emmy winner…HuffPost UK · 2 Nov, 14:30
In this story: Jude Bellingham · Calvin Klein · England · Real Madrid · David Beckham · Emporio Armani
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