Jude Bellingham, the 20-year-old England midfielder, has recently been unveiled as the new face of Kim Kardashian’s SKIMS underwear brand. This collaboration comes just ahead of the European Championship, where Bellingham is set to play a crucial role for his national team. The announcement was made through a promotional advert featuring Bellingham modeling boxer shorts, which Kardashian shared with her 75.1 million followers on X. In the video, Bellingham confidently states, “I’m Jude Bellingham. Everybody’s wearing Skims.”
Following in the footsteps of Brazilian soccer star Neymar, Bellingham’s involvement with SKIMS highlights the brand’s mission to set new standards by providing solutions for every body type. The brand’s mission statement emphasizes innovation, from shapewear that enhances curves to underwear that stretches to twice its size.
The Jude Bellingham Essentials range is now available, with boxer briefs priced between £18 and £20 per pair. This collaboration further cements Bellingham’s status as one of the most marketable players in Gareth Southgate’s England squad. The team recently arrived in Germany for the tournament, and Bellingham’s marketability is evident as he also features in an Adidas ad narrated by David Beckham, alongside Lionel Messi.
Bellingham was the last player to join the 26-man squad, having played in the Champions League final on June 1. He was given a week off to prepare for the Euros, both physically and mentally, following his successful season with Real Madrid, where he won the Spanish title and scored 23 goals.
Southgate has emphasized that the team cannot rely solely on Bellingham, despite his impressive achievements. “We are not putting everything on Jude,” Southgate stated. “It is not his responsibility to lift us. It is for all of us to get the focus right, to make sure individually our mentality is right, and as a coaching team, we will make sure we are working on the areas that need to be better.”
Bellingham’s collaboration with SKIMS, which launched its men’s range last October, has been met with enthusiasm from fans and social media users. Comments on the SKIMS Instagram post praised Kardashian for her marketing genius and for choosing Bellingham for the campaign. The brand’s expansion into menswear, with the help of high-profile athletes like Neymar, Shai Gilgeous-Alexander, and Nick Bosa, marks a significant milestone.
In a press release, Kardashian expressed her excitement about the brand’s evolution and its commitment to providing comfort for all audiences. “The expansion into the menswear space is a major milestone for the brand, and a testament to SKIMS’ commitment to providing solutions for everybody,” she said. “I am incredibly excited about this next chapter for SKIMS and cannot wait for everyone to experience our amazing range of products.”
Bellingham’s involvement with SKIMS is part of a broader trend of high-profile athletes collaborating with the brand. Before Bellingham, R&B star Usher appeared in a SKIMS campaign just before his Super Bowl halftime show performance. Kardashian has a history of enlisting attractive male celebrities for her campaigns, further solidifying her reputation as a marketing genius.
As Bellingham prepares for the Euros, he joins the England camp with high expectations. His stellar performance for Real Madrid, where he scored 19 goals in 27 games, has garnered praise from former England captain Alan Shearer. Shearer believes Bellingham could be the X-factor for England in the tournament. “His numbers at Real Madrid this season, his goals and assists, it is just not easy what he has done,” Shearer said. “There is no doubt playing for England in a Euros will not phase him in the slightest.”
Bellingham’s marketability extends beyond SKIMS, as he has also signed a multi-year deal with sports drink Lucozade. He will act as the face of the brand’s new multi-million-pound TV campaign, further solidifying his status as a highly marketable athlete.
As England prepares to kick off their Euros campaign against Serbia, Southgate remains focused on the collective effort required to win the tournament. “We’ve got a lot of good players, and it is a collective thing to go and try to win this tournament,” Southgate said. “If we are relying on one person, that isn’t going to be a team that wins.”
Bellingham’s collaboration with SKIMS and his impressive performance on the pitch make him a key player to watch in the upcoming European Championship.
