Calvin Klein, part of PVH Corp., has launched a campaign celebrating the brand’s signature Icon Cotton Stretch underwear with global soccer star Jude Bellingham, marking his debut campaign for the brand.
The English 23-year-old is an attacking midfielder for La Liga club Real Madrid and the England national team. Considered one of the best players in the world, Bellingham is known for his dribbling, finishing and ball-winning ability.
Photographed by Oliver Hadlee Pearch in Madrid last August, Bellingham wears Icon Cotton Stretch underwear throughout the shoot, captured at his most natural in pared-back imagery, including a nod to his signature celebrations on the field.
“Underwear is one of our most important categories and a defining part of the Calvin Klein brand,” said David Savman, global brand president of Calvin Klein. “Icons are forever, and we’re focused on strengthening our icons and finding new ways to make them relevant for consumers today. Jude brings incredible global relevance to that strategy, introducing our signature underwear to a new generation through his distinctive confidence and presence. As we head into the holiday season, it’s a powerful moment to put our most iconic products front and center, connecting the next generation of consumers with the products that have defined Calvin Klein for decades.”
Jude Bellingham for Calvin Klein Underwear.
Courtesy of Calvin Klein
Icon Cotton Stretch combines comfort, support and timeless design across a range of signature Calvin Klein underwear silhouettes. Bellingham introduces the new Icon Cotton Stretch Shine Trunk which updates the Infinity Bond logo waistband with a shine finish. He also wears the Boxer Brief, Low Rise Trunk Hip Brief and Slim Boxer, all crafted from a soft cotton stretch blend.
The campaign launches globally on Monday across Calvin Klein retail, calvinklein.com and social platforms, as well as high-impact out-of-home placement.
Global retail sales of Calvin Klein products were about $9 billion in 2025.
Previously, Bellingham has appeared in ad campaigns for Louis Vuitton and Skims men’s underwear.