Sport / Lifestyle / Experiential

Cristiano Ronaldo CR7 Underwear Launch


For the launch of Cristiano Ronaldo’s inaugural fashion venture, we transformed an icon into a brand.


We used Madrid landmark Palacio De Cibeles as the stunning backdrop to an iconic and newsworthy launch moment.

Ronaldo personally unveiled a 70ft installation of the lead CR7 Underwear campaign image and took part in a carefully directed photocall with the world’s leading news media.

To drive in-depth, long-lead feature coverage, we delivered a simultaneous two day media experience culminating in the landmark launch event and a carefully managed schedule of interviews with top-tier style titles from around the globe.


2.1 billion Media impressions globally

30 Countries engaged with the campaign, as we generated coverage both globally and locally

10 Commercially key markets were supported with extended print coverage with titles including Vanity Fair Italy, GQ Portugal, GQ South Africa, Shortlist UK and FHM Spain

8th Wonder of the world! Online entertainment phenomenon BuzzFeed petitioned to have the launch installation officially made the 8th Wonder of the World

CR7 underwear launch video