Calvin Klein chose Gen Z football star Jude Bellingham as their latest ambassador. The 23-year-old joins their years-long tradition of recruiting buzzy male celebs and athletes for their iconic underwear campaigns. The new ad shows Bellingham wearing Calvin Klein jeans and a simple white tank top before transitioning into a montage modeling a range of the brand’s boxers and briefs. Bellingham is no stranger to fashion, having appeared in campaigns for Louis Vuitton and SKIMS, but Calvin Klein is betting on his growing cultural relevance to reach a new audience. Following this summer’s World Cup, he gained visibility among consumers far beyond sports fans, bringing his reach to nearly 57M Instagram followers. The brand hopes by spotlighting Bellingham, they can “showcase talent in ways that audiences may not have seen before so campaign imagery feels fresh and exciting.” (BoF)
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