Yahoo Lifestyle Bad Bunny’s Underwear Campaign Generates $8.4 Million in Media Exposure for Calvin Klein
Calvin Klein has struck marketing gold again. The brand’s latest underwear campaign featuring international music sensation Bad Bunny generated $8.4 million in media impact value in less than 48 hours, according to a new report from Launchmetrics. (MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.)
Released last Monday, the campaign shot by photographer Mario Sorrenti featured the Puerto Rican singer wearing Calvin Klein’s new Icon cotton stretch underwear. Across Instagram and TikTok, the campaign garnered more than 3.7 million likes, while its videos accumulated more than 56 million views.
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“This has been in the works for some time now, seeing it finally come to life has been gratifying,” Bunny said in a statement released with the campaign. “I’m excited and grateful for the opportunity to be part of this brand’s iconic campaign, and getting to shoot it in Puerto Rico made it that much more special and genuine.”
With 90 billion streams on Spotify and 47 million followers on Instagram, Bunny’s likability has been borrowed by other fashion brands before. The singer has starred in multiple Jacquemus campaigns, collaborated with Adidas on signature sneakers, and posed with Kendall Jenner for Gucci Valigeria’s 2024 ad. In 2024, Bunny was one of the top-searched guests at the Met Gala, earning Maison Margiela $9 million in MIV with his outfit.
Calvin Klein has a long history of celebrity partnerships that dates back to the 1980s when the brand enlisted a 15-year-old Brooke Shields to star in its denim commercials. In the 1990s, Mark Wahlberg secured his “sex symbol” status with his Calvin Klein underwear campaign. The tradition has been kept alive through the years with ads featuring Kendall Jenner, Lily Collins, Justin Bieber and others.
For the past couple of years, Calvin Klein’s celebrity strategy has been getting a boost from social media. In August 2023, the brand went viral with its Jungkook campaign for Calvin Klein Jeans, which earned $13.4 million in MIV in 48 hours. In January 2024, the fashion retailer triumphed again with its Jeremy Allen White underwear campaign, generating 12.7 million in MIV.
The PVH Corp.-owned label returned to the runway in New York during Fashion Week in February after a six-and-a-half-year hiatus. The runway show marked the debut of the brand’s new designer, Veronica Leoni, whose first collection will be released at retail this fall.
Bad Bunny for Calvin Klein’s Spring 2025 Underwear Campaign [PHOTOS]
Launch Gallery: Bad Bunny for Calvin Klein's Spring 2025 Underwear Campaign [PHOTOS]
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