Real Madrid’s midfield star Jude Bellingham stepped in front of the camera this week, becoming the new face of Calvin Klein’s Icon Cotton Stretch underwear collection – a role once made famous by former England captain David Beckham.
Key points
- Jude Bellingham is the face of Calvin Klein’s Icon Cotton Stretch underwear line, marking his entry into high‑profile fashion advertising.
- The campaign mirrors David Beckham’s 2007 Armani partnership, which boosted the brand’s sales and set a precedent for footballers in fashion.
- Bellingham’s recent football milestones – 50 goals for Real Madrid and a record‑setting World Cup performance – enhance his marketability beyond sport.
The campaign, photographed by Oliver Hadlee Pearch in Madrid during August, showcases Bellingham in a range of pieces – from boxer briefs and low‑rise trunks to a new “Shine Trunk” – with one image nodding to his trademark goal celebration on the pitch. The images went live internationally on 2 November 2026 across Calvin Klein stores, the brand’s website and its social‑media channels, according to Marca.
Speaking to the brand, Bellingham said he “really enjoyed working on this campaign” and liked the idea of “the icon underneath,” adding that confidence starts with feeling comfortable in yourself. He praised Calvin Klein as “an iconic brand” and said it was “great to bring that idea to life in my own way.”
Calvin Klein taps Bellingham for Icon Cotton Stretch
The move inevitably draws a line back to David Beckham, whose 2007 three‑year, £20 million deal with Emporio Armani after moving to LA Galaxy is credited with a 20 percent sales lift for the fashion house. Beckham’s underwear ads helped cement footballers as fashion influencers, a legacy that Bellingham appears poised to extend.
Bellingham’s football résumé adds weight to his new fashion foray. He netted his 50th goal for Real Madrid in a 3‑0 win over Racing Santander, becoming the first English player to reach that mark for the Spanish giants. At the 2026 World Cup he scored seven goals, a record for an England player in a single tournament, including a late strike in a 6‑4 third‑place victory over France.
A fashion echo of Beckham’s 2007 Armani deal
Whether Bellingham will achieve the same cultural impact as Beckham remains open, but his dual success on the field and now in a high‑profile underwear campaign signals a growing crossover appeal that brands are eager to leverage.
Reader questions
When did the Calvin Klein campaign featuring Jude Bellingham launch?
The campaign launched internationally on 2 November 2026, appearing in stores, on the brand’s website and across its social‑media platforms.
What items are included in the Icon Cotton Stretch collection Bellingham models?
The collection features boxer briefs, low‑rise trunks, hip briefs and a new “Shine Trunk,” all highlighted in the campaign photographs.
How does Bellingham’s football record compare to David Beckham’s achievements in Spain?
Bellingham became the first English player to score 50 goals for Real Madrid, while Beckham previously held second place among the club’s English scorers with 20 goals.
Source: marca.com
