Sport / Lifestyle

CR7 Underwear 2014 Collection


To continue building fashion credentials for Ronaldo’s debut brand and position him as an icon off the pitch, we launched his 2014 underwear collection in a way befitting of one of the world’s biggest global stars.


We worked with world renowned fashion photographer Rankin to develop a visually arresting campaign creative which highlighted one of the collection’s key characteristics – bright colour – with Ronaldo’s iconic physique centre stage.

To support the retail introduction of the FW14 collection with a short-lead launch moment, we revealed the imagery through large-scale projections across 7 of the world’s leading fashion capitals. Our carefully constructed story delivered guaranteed newsworthiness – the number 7 is synonymous with Ronaldo and multiple locations ensured global relevance whilst carefully selected landmark backdrops provided scale and impact.

A branded cover feature and global syndication with Men’s Health magazine across 60 markets provided extended long-lead coverage, featuring a front and back cover and 14 page editorial incorporating CR7 Underwear throughout.

We supported the on-shelf Men’s Health date through traditional and social media release of lead imagery and the cover headline – ‘Men’s Health names Ronaldo the fittest man alive’.


2.4 billion media impressions globally, through our sustained period of launch activity

30 coverage generated in over 30 countries worldwide

2 Men’s Health cover was the second largest magazine syndication in history – the biggest ever for a men’s title and for the Rodale group

60 Cover features delivered globally through Men’s Health syndication

Rankin X Ronaldo CR7 video