The Real Madrid and England star steps off the pitch and into one of fashion’s most recognizable campaigns.
Jude Bellingham has conquered stadiums across Europe. Now, the Real Madrid and England football star is stepping into a different kind of spotlight as the newest face of Calvin Klein Underwear.
The global campaign, unveiled November 2, marks Bellingham’s first campaign for Calvin Klein and places the 23-year-old athlete at the center of the brand’s Icon Cotton Stretch collection. Photographed and directed by Oliver Hadlee Pearch, the campaign was shot in Madrid in August 2026.
Set against a clean white backdrop, the imagery strips away almost everything except Bellingham and Calvin Klein’s unmistakable minimalist aesthetic. The footballer models several of the label’s signature underwear silhouettes, including the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer, while also debuting the Icon Cotton Stretch Shine Trunk, distinguished by a shine-finished Infinity Bond logo waistband.
There is also a subtle connection to the world that made Bellingham a global star. One of the campaign moments incorporates his now-famous arms-out goal celebration — translating an image normally seen inside packed football stadiums into Calvin Klein’s stripped-back visual language.
The campaign revolves around the concept of “the icon underneath,” connecting the brand’s long-running focus on confidence and self-expression with Bellingham’s own presence on and off the pitch.
For Bellingham, that message was central to the collaboration.
He explained that he was drawn to the idea that confidence begins with being comfortable in yourself and described the opportunity to work with such an established fashion name as a chance to bring that idea to life in his own way.
The rollout was designed to generate attention before Bellingham was even officially revealed. Calvin Klein teased its mystery campaign star through social media and a face-cropped billboard in New York’s SoHo, prompting fans to identify the footballer before the full campaign dropped.
Bellingham now joins a long tradition of athletes, musicians and actors whose Calvin Klein campaigns have transformed a simple pair of underwear into a cultural statement.
And the partnership arrives at a particularly powerful moment in his career. As one of football’s most recognizable young stars, Bellingham represents a generation of athletes whose influence increasingly extends far beyond sport — into luxury, fashion, entertainment and global culture.
For Calvin Klein, the formula remains remarkably effective: an iconic product, an unmistakable visual identity and a personality capable of commanding attention.
This time, that personality is Jude Bellingham. The icon on the pitch is now the icon underneath.