“Calvins or Nothing” – athletes in the spotlight

The luxury brand Calvin Klein is renowned for offering high-quality sportswear. For this reason, it often features famous athletes in its advertising campaigns. This approach is intended to promote its products in the context of physical activity, a healthy lifestyle, and a sporty spirit. These campaigns aim to associate the brand’s image with the values and aspirations connected to sports. “Calvins or Nothing” is another attempt at this concept. The campaign focuses on promoting the underwear line with the participation of acclaimed names from the world of sports. Its goal is to highlight both the aesthetics and functionality of the underwear, while conveying an image of confidence, energy, and an active lifestyle.

Look and feel great

The brand knows exactly how to build a positive image in the market. It aims to do so by associating its products with physical activity, success, and determination embodied by athletes. Such collaborations help create a strong bond between the brand and consumers who identify with the values represented by those deeply connected to physical work. As we mentioned, this is not the first campaign aiming to popularize these values. Calvin Klein masterfully showcases beautiful, muscular bodies dressed in its subtle, figure-enhancing underwear.

Calvin Klein is known for its iconic “My Calvins” campaign from 2019, featuring celebrities, including athletes, posing in the brand’s underwear. The campaign included tennis players, basketball players, footballers, and surfers such as Nick Young, Odell Beckham Jr., Matthew Terry, and others. The brand was also the official sportswear partner for Major League Soccer (MLS), the American soccer league. As part of this collaboration, it created campaigns featuring footballers such as David Villa and Graham Zusi.

“Calvins or Nothing” – what can we expect?

The latest collection is promoted by Alex Morgan, Chloe Kelly, Kenza Dali, Mana Iwabuchi, and Mary Fowler. What these women have in common is that they are all professional footballers. All five players are successful in the world of women’s football and represent their countries on the international stage. Although they come from different countries (Morgan from the USA, Kelly from England, Dali from Algeria, Iwabuchi from Japan, Fowler from Australia), they share a passion for football and are known for their skills, talent, and commitment to the development of women’s football.

The campaign itself, captured by Brianna Capozzi, transports us into the intimate world of every woman, revealing their unwavering confidence and sensuality. Through expressive close-ups and full-frame shots, Capozzi also highlights the diversity and multidimensionality of each individual. She celebrates both their strength and vulnerability, which are essential elements of this campaign.

The campaign captured the Calvin Klein cast in modern cotton underwear. All of this is paired with simple, high-waisted jeans that reference the classic, straight and wide-leg styles from the ’90s. Additionally, there is no shortage of cropped and classic trucker jackets that add character to the entire look. The iconic branded T-shirts, an essential part of every collection, are also highlighted. “Calvins or Nothing” will soon appear on Calvin Klein’s social channels as well as in prime locations around the world.