Jude Bellingham is drawing comparisons with David Beckham after Calvin Klein teased an underwear campaign featuring the Real Madrid star. In the promotional TikTok video released on 27 October, the 23-year-old England international appears wearing white Calvin Klein underwear, prompting fans to praise the brand's choice.
The reaction highlights Bellingham's growing fashion profile and recalls Beckham's previous high-profile underwear campaigns, all the while raising questions about whether the midfielder could follow a similar path in building an image that extends beyond football.
Fans Praise Calvin Klein's Choice
Users praised the brand's casting and its use of Bellingham's image and reputation in the sport, with one commenter saying: 'About damn time. Jude is the perfect Calvin Klein model. They should've jumped on him right after the World Cup.'
Another suggested Bellingham could rank among Britain's most marketable athletes, writing: 'Gotta be the most marketable British athlete alongside Beckham, Lewis Hamilton and Emma Raducanu right? Love this for Jude.'
So far, fans see Bellingham as a natural fit for a major fashion campaign. While his reputation rests primarily on football and his accomplishments on the pitch, his latest appearance has prompted discussion about his rising potential as a commercial figure. Fans seem to see his appeal as extending beyond football, although only time will tell whether that enthusiasm translates into commercial success.
Beckham's Legacy
Beckham remains a point of comparison for footballers entering fashion. His Emporio Armani campaigns became a defining part of his commercial image, demonstrating how his appeal extended beyond the pitch.
The former England captain was announced as Emporio Armani's global underwear ambassador in 2007, with the campaign launching the following year. The partnership became a prominent example of a footballer fronting a major underwear brand, reinforcing Beckham's reputation as a figure who bridged sport, style and celebrity culture.
His work helped establish a recognisable association between his sporting fame and his presence in fashion advertising. Whether Bellingham will achieve comparable crossover recognition in fashion is still up in the air.
Bellingham's Rising Fashion Profile
Bellingham's casting reflects how elite and talented footballers can attract attention beyond their sporting achievements. Their international visibility and established fan bases can make them appealing choices for brands seeking to reach audiences outside traditional sport.
For fashion brands, working with a recognisable athlete can also help connect build affinity with consumers outside fashion circles. The Calvin Klein appearance builds on Bellingham's previous modelling work, with the midfielder appearing for SKIMS Mens in 2024, the clothing line founded by Kim Kardashian, ahead of the European Championship.
The Beckham comparison showcases the two different stages of commercial success within sports stars in different mediums. Beckham spent years establishing himself as a recognisable figure in fashion, while Bellingham is still developing that side of his career, making in-roads in the industry to make himself a reliable crossover figure like Beckham.
His latest campaign provides another opportunity to broaden his profile beyond football. Given the online reactions to the TikTok video, the positive fan response signals interest in seeing more of Bellingham in fashion.
