TCF POST Desk
NEW YORK, Nov. 2, 2026. Calvin Klein has signed one of football’s biggest names to front its most enduring product. The brand today launched a global campaign starring Jude Bellingham, his first for the label, built around Icon Cotton Stretch underwear and a simple idea: the icon underneath.
A footballer at his most natural
Photographer and director Oliver Hadlee Pearch shot the campaign in Madrid in August 2026. Bellingham wears Icon Cotton Stretch throughout, in pared-back imagery meant to show him at ease rather than staged. One frame nods to his signature on-field celebration, a reminder of the stage that made him a global name.
“I liked the idea of ‘the icon underneath’ – that confidence starts with feeling comfortable in yourself,” Bellingham said. He added that Calvin Klein is “such an iconic brand,” and that he enjoyed bringing the concept to life in his own way.
The product: Icon Cotton Stretch
The campaign centers on a soft cotton-stretch blend designed to balance comfort, support and timeless design across a range of the brand’s signature silhouettes. The new Icon Cotton Stretch Shine Trunk makes its debut here, updating the Infinity Bond logo waistband with a shine finish. Bellingham also wears the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer, all made from the same flexible, comfortable blend.
