Jude Bellingham stars in global Calvin Klein underwear campaign

Real Madrid and England midfielder Jude Bellingham has debuted as a brand ambassador for Calvin Klein, starring in the global multimedia campaign titled “The Icon Underneath.” The campaign, which launched on November 2, 2026, focuses on the brand’s Icon Cotton Stretch collection, featuring items such as boxer briefs, low-rise trunks, and the new Icon Cotton Stretch Shine Trunk.

The promotional material, including photographs and video, was captured in Madrid by photographer and director Oliver Hadlee Pearch. The creative direction incorporates visual nods to Bellingham’s signature goal celebrations on the football pitch.

Bellingham expressed enthusiasm for the project, stating that the concept of personal confidence starting with feeling comfortable in oneself resonated with him. The campaign has generated significant social media engagement, with millions of likes and various viral reactions across platforms like Instagram and X.