World Cup 2022 Campaign

Ambassador Consultancy
Campaign Creative

With Kai Havertz sitting centre stage to Calvin Klein’s World Cup 2022 content, the Chelsea man was a global ambassador to the brand thanks to a partnership brokered by B-Engaged.

Representing the label as the main German player throughout their output, Kai featured alongside the likes of Virgil van Dijk, Trent Alexander-Arnold, Richarlison and Antonee Robinson.

With his images being portrayed on Calvin Klein and his personal socials under the ‘CALVINS OR NOTHING’ tag, the black and white execution continued the brand’s theme in the football scene.

Utilising Kai’s global audience and status, the visual narrative, shot by renowned photographer Alasdair McLellan, intended to display the German athlete’s strength and confidence through a sensual lens. Kai can be seen in key underwear styles including Modern Cotton, Cotton Stretch and Embossed Icon.

With over 400,000 interactions on Kai’s Instagram alone, the presence of the campaign gave Calvin Klein access to incredible awareness at a key time in football, with all eyes on the stars of the pending World Cup.

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