Calvin Klein Icon Underwear Campaign Featuring Jude Bellingham
On November 3, 2026, Calvin Klein, Inc., a subsidiary of PVH Corp. (NYSE: PVH), issued a press release from Bengaluru, India, announcing the launch of a new global marketing campaign for its Icon Cotton Stretch underwear range. The campaign pairs the brand’s iconic undergarments with global football star Jude Bellingham, marking the athlete’s debut as the face of Calvin Klein.
The visual content was directed and photographed by Oliver Hadlee Pearch during a shoot in Madrid in August 2026. Bellingham is depicted wearing the Icon Cotton Stretch Shine Trunk, which updates the traditional Infinity Bond logo waistband with a reflective shine finish, as well as the Boxer Brief, Low Rise Trunk, Hip Brief, and Slim Boxer—all crafted from a soft cotton‑stretch blend designed for flexibility and comfort. In a quoted statement, Bellingham said he enjoyed working on the campaign and appreciated the concept of “the icon underneath,” emphasizing confidence that stems from personal comfort.
The campaign was rolled out globally on November 2, 2026, across Calvin Klein’s retail stores and social media platforms, with the brand’s official Instagram handle @calvinklein highlighted for digital engagement.
Background information provided in the release notes that Calvin Klein, founded in New York in 1968, operates across underwear, jeans, apparel, accessories, home, and fragrance categories, translating its American fashion heritage to an international audience. The brand’s global retail sales were approximately $9 billion in 2025, illustrating its significant market presence.
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