From golden boy to golden bells: Jude Bellingham follows David Beckham into underwear modeling
Beckham did it first, but now Bellingham is making his own mark in the world of celebrity underwear advertising
Jude Bellingham has added another spotlight to an already remarkable year, stepping in front of the camera for Calvin Klein’s latest underwear campaign.
The Real Madrid and England midfielder is the face of the brand’s Icon Cotton Stretch collection, following a fashion path previously made famous by former England captain David Beckham.
Photographed by Oliver Hadlee Pearch in Madrid in August, the campaign features Bellingham in a series of images that put the focus on the clothing and the footballer.
He models several pieces, including boxer briefs, low-rise trunks, hip briefs and a new Shine Trunk. One photograph even references his recognizable goal celebration on the pitch.
The campaign launched internationally on November 2, appearing across Calvin Klein stores, its website and social media platforms.
Bellingham said he thoroughly enjoyed the experience, particularly the message behind the campaign, which celebrates confidence and personal comfort.
“I really enjoyed working on this campaign,” said Bellingham . “I liked the idea of ‘the icon underneath’ – that confidence starts with feeling comfortable in yourself.
“Calvin Klein is such an iconic brand, so it was great to bring that idea to life in my own way.”
Beckham’s legacy meets Bellingham’s moment
The move inevitably invites comparisons with Beckham , whose underwear advertising helped establish footballers as major figures in fashion marketing.
In 2007, shortly after moving to LA Galaxy, the former England skipper signed a reported £20 million, three-year deal with Emporio Armani.
The announcement proved commercially successful, with the fashion house reporting a 20 per cent increase in sales following the news.
Beckham's modelling work became hugely recognizable, while his wife Victoria's famous 'Golden Balls' nickname added another memorable dimension to his public image.
Now, Bellingham is building his own reputation away from football, although his latest achievement on the pitch is equally impressive.
The midfielder scored his 50th goal for Real Madrid in a 3-0 victory over Racing Santander on Sunday, ending a seven-match scoring drought. In doing so, he became the first Englishman to reach the milestone for the Spanish giants.
Beckham and Laurie Cunningham previously shared second place among the club's English goalscorers, with 20 goals each.
Bellingham's remarkable progress began at Birmingham City before he moved to Borussia Dortmund and eventually joined Real Madrid. His performances have also established him as one of England's most influential attacking players.
His international achievements have been equally impressive. At the 2026 World Cup, Bellingham scored seven goals, setting a new record for an England player at a single tournament.
His contribution included a late strike in England's thrilling 6-4 victory over France in the third-place play-off.
The latest campaign represents another opportunity for Bellingham to strengthen his international profile beyond the football pitch.
Whether he'll eventually enjoy the same cultural influence as Beckham remains to be seen, but Bellingham has certainly entered the fashion conversation.
