One expert explains why the pairing of footballers and pants is so lucrative. Trent Alexander-Arnold is the latest in a long line of footballers to strip down for Calvin Klein underwear campaigns.
Trent Alexander-Arnold, a Liverpool star turned Real Madrid ace, has just made his latest move for the club’s new autumn campaign. He joins a long line of the best players in the game who have modelled for CK over the years.
Leah Williamson and Chloe Kelly, both of whom were celebrities for the label, as did US legend Alex Morgan in the Calvins or Nothing campaign last year.
In the 2000s, giant billboards featuring Freddie Ljungberg in Y-fronts set the barrage for the Arsenal midfielder.
Since then, underwear and football have become synonymous, with names like Ronaldo and David Beckham following.
In 1982, when an image of Brazilian pole vaulter Tom Hintnaus appeared in New York’s Times Square, Calvin Klein first drew attention to a well-known sports star in tight whites.
After the initial outcry was over, the advertisement became a huge hit, making CK’s branded underwear a necessary item.
Footballers and pants is a match made in heaven, according to advertising guru Paul Hutton, the director of Inter Regional Public Relations and Four Agency.
He claims that Calvin Klein’s formula for getting footballers to model underwear successfully combines aspiration, mass appeal, and athleticism. Footballers are known for their outstanding physical performance and reputation, but they also have a relatable edge. Fans view them as both icons and “everymen.” That trio “sells.”
The deals are also pricey in the packets. All Star Sports, the business that Alexander-Arnold founded, has assets worth about £8.5 million from sponsorship and image rights deals.
Source: Mirror
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