WITH 144 million followers on Instagram, globe-spanning influence and a ripped six-pack, who better than Neymar Jr to front this Superdry underwear collection?
The brand scores a win by adding the superstar soccer international to its team in a three-year global deal championing sustainability with a 100% organic underwear and sleepwear collection.
This is part of a wider eco-friendly drive from the ready-to-wear brand, which has pledged to become a "100% organic cotton brand" by 2030.
The collab also includes some homewear - a key 2020 trend driven by Covid-19 lockdowns that will continue into next year.
However, from the look of the first campaign shots released by the brand, underwear appears to take center stage for the time being. What better way to end a difficult year than with Neymar in his smalls?
The collaboration brings double commitments for Superdry. As well as the collection's sustainable credentials, it will also support Instituto Projeto Neymar Jr.
The non-profit, named after the PSG striker, works to broaden opportunities for over 2,000 registered children and adolescents living in situations of social vulnerability in Brazil, through education, culture, sport and health.
Superdry states that a percentage of proceeds from sales of the Superdry x NJR collection will benefit the NGO.
"Neymar's passion for creating positive change through the Instituto Projeto Neymar Jr. aligns with our goals to produce the most sustainable product, whilst protecting our planet and supporting our people in all that we do.
"Superdry will do the right thing to drive progressive change in our global communities leaving a positive environmental legacy for the future generation, through one of the many exciting initiatives we have planned," explains Superdry brand founder, Julian Dunkerton.
The collection is due out in 2021. – ETX Studio, December 21, 2020
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