Kim Kardashian has done it again with her latest SKIMS campaign featuring soccer star Jude Bellingham.
On June 11, Jude Bellingham, Kim Kardashian, and SKIMS shared the brand’s new campaign on Instagram. Timed to the UEFA Euro 2024 championship competition — in which the soon-to-be 21-year-old will play for the English football team — the photoshoot features the midfielder modeling SKIMS’s men’s underwear in different colors. In a few photos and the campaign video, Bellingham even does a quick volley, demonstrating the garment’s aptitude for sports.
“The opportunity to be featured in SKIMS men’s latest campaign is incredible. It’s so important for me to have flexibility and comfort when I’m playing and training, or even off-duty, and SKIMS meets these needs,” Bellingham shared in a statement, as reported by WWD.
This is not the first time Kardashian and SKIMS have tapped into the world of sports for campaigns. SKIMS is a partner of both the National Basketball Association (NBA) and the Women’s National Basketball Association (WNBA). Last month, the brand released a photoshoot featuring the WNBA’s second overall 2024 draft pick, Cameron Brink, who modeled the brand’s “Fits Everybody” collection with matching jewelry and a basketball. The campaign also included Connecticut Sun guard Dijonai Carrington and all-stars Kelsey Plum and Skylar Diggins-Smith.
Bellingham and Brink are just the latest rising talents to be picked as campaign stars by SKIMS. Earlier this year, the brand also tapped Sabrina Carpenter for their retro-inspired campaign.
Bellingham is definitely in good company, especially if it’s any testament to his growing stardom. As both the Euros and the Olympics approach, Bellingham is one to watch – not only on the field but also in fashion.
