Calvin Klein has unveiled Jude Bellingham as the star of a new underwear campaign for its “Icon Cotton Stretch” range, following earlier teasers. Coverage reports that the campaign is branded around “the next icon” and features new photos and video clips, including close-up shots and underwear-focused imagery, with Bellingham delivering voiceover messaging about “the icon underneath.”
Several outlets also place the announcement in the context of Bellingham’s sports profile. HuffPost UK highlights his role with England at the 2026 World Cup, including England’s third-place finish and his record seven goals for the national team in the tournament, before noting his club and personal life details. Adweek similarly links the campaign to his World Cup visibility, while WWD focuses more directly on the product campaign and the “Icon Cotton Stretch” collection.
Across reports, the core elements remain consistent: Bellingham is confirmed as the spokesperson, the campaign features underwear imagery tied to Calvin Klein’s iconic branding, and the announcement follows the brand’s earlier promotional teasers.
