Sport / Sport Lifestyle

CR7 Underwear 2014 Collection

Simple

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.

Creative

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’.

Impact

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