Jude Bellingham's latest Calvin Klein underwear campaign has attracted attention for its revealing imagery, offering a contrast with the criticism Sydney Sweeney faced over her sports advertisement in September. The 23-year-old Real Madrid footballer made his Calvin Klein campaign debut on Monday, 2 November 2026, modelling underwear from the brand's Icon Cotton Stretch collection in photographs and promotional videos.
However, Sweeney's campaign for sports prediction platform Novig prompted objections from female athletes who criticised its portrayal of women in sport. Although both advertisements featured revealing imagery, their different commercial purposes and creative approaches offer an interesting comparison.
Bellingham Models for Calvin Klein
Bellingham's latest modelling appearance places him among the athletes and entertainers who have fronted Calvin Klein underwear campaigns. Photographed and directed by Oliver Hadlee Pearch in Madrid in August 2026, the campaign features the England international against a minimalist backdrop wearing pieces from the brand's Icon Cotton Stretch collection. The photographs showcase several underwear styles, including boxer briefs, low-rise trunks and the new Icon Cotton Stretch Shine Trunk. One image references Bellingham's familiar goal celebration, connecting the campaign with his identity as a professional footballer.
The promotional video also features the midfielder transitioning from casual clothing into underwear, accompanied by cheering sounds. Calvin Klein presented the campaign around the concept of confidence and personal comfort, with Bellingham discussing his experience working with the brand. 'I really enjoyed working on this campaign,' Bellingham said in the official announcement. He also connected the campaign's message with feeling comfortable in oneself, describing Calvin Klein as an iconic brand.
The campaign follows Bellingham's previous underwear modelling work for SKIMS in 2024, continuing his involvement in fashion advertising alongside his football career. Its launch generated coverage across fashion and entertainment media, bringing renewed attention to the footballer's modelling work. The campaign also prompted discussion on social media, although the available reactions do not establish a wider public consensus about its reception.
No dictators. No market manipulation. No insider trading.No BS. Just sports. https://t.co/em4ioPMYiA
— Novig (@Novig) October 11, 2026
Sweeney's Novig Ad Drew Criticism From Female Athletes
While Bellingham's campaign directly promoted underwear, Sweeney's September 2026 advertisement was created for Novig, a sports prediction platform. The 29-year-old actress appeared nude in the commercial, with strategically positioned sporting equipment covering parts of her body. The provocative imagery prompted criticism from female athletes who argued that the advertisement reinforced the sexualisation of women in sport. British sprinter Amy Hunt was among those who publicly challenged the campaign.
Following her appearance at the World Athletics Ultimate Championship in Budapest, Hunt addressed the advertisement during a post-race interview with BBC Sport. 'Sydney Sweeney, this is what women in sport look like,' she said. British Olympic cycling champion Sophie Capewell also expressed concerns about the representation of women in sport, questioning the prominence of sexualised imagery in sporting promotions. Other athletes responded by sharing images and footage highlighting their performances and achievements, shifting attention towards the physical demands of professional competition.
The criticism focused on the advertisement's use of sexual imagery in a sporting context rather than establishing that Sweeney personally intended to undermine female athletes. The controversy also raised broader questions about how women's bodies are presented in advertising connected to sport.
Why the Two Campaigns Are Not Directly Comparable
Although both advertisements feature prominent celebrities in revealing imagery, they promote different products and use their visual presentations for different purposes. Bellingham's Calvin Klein campaign follows an established underwear advertising format, in which the garments themselves are the focus of the photographs. The brand has previously worked with footballers including Son Heung-min and Trent Alexander-Arnold, as well as entertainers such as Jeremy Allen White. In Bellingham's campaign, the revealing imagery directly showcases the clothing being advertised.
Sweeney's Novig commercial, by contrast, used nude imagery to promote a sports-related platform rather than a fashion product. That distinction provides context for understanding the criticism, although it does not establish why individual viewers responded differently. Female athletes who objected to Sweeney's campaign questioned the use of sexualised imagery in sports marketing, particularly when women competitors have sought greater recognition for their sporting achievements. However, the two advertisements cannot be used to conclude that audiences generally approve of revealing male celebrities while criticising women for similar imagery.
Public reactions may also be influenced by creative execution, brand identity, cultural expectations and the platforms on which advertisements appear. For Calvin Klein, Bellingham's photographs formed part of a campaign centred on underwear and confidence. For Novig, Sweeney's appearance became the subject of criticism about the representation of women in sport. Rather than establishing a straightforward double standard, the comparison highlights how the context of celebrity advertising can influence the discussions surrounding revealing imagery. Both campaigns attracted attention, but the questions raised about them were not necessarily the same.
