Golden Bells: Bellingham follows Beckham into Calvin Klein underwear shoot

It appears the phrase "Golden Bells" has replaced "Golden Balls" as the new buzzword in football marketing. According to the Daily Mail ^[1], England and Real Madrid midfielder Jude Bellingham has launched a steamy underwear campaign for Calvin Klein, mirroring the path carved out by David Beckham nearly two decades ago.

The 23-year-old, who recently netted his 50th goal for Real Madrid, fronted the shoot in the Spanish capital. He models the brand’s Icon Cotton Stretch underwear, a line retailing at approximately £44 for a three-pack. Bellingham expressed enthusiasm for the project, stating he enjoyed working on the campaign and liked the concept of "the icon underneath," emphasising that confidence begins with comfort.

This move places Bellingham in direct lineage with Beckham, who famously signed a £20m deal with Emporio Armani in 2007. That partnership, often labelled "Golden Balls" by Victoria Beckham, reportedly saw sales rise by 20 per cent upon announcement. Bellingham acknowledged the legacy, calling Calvin Klein an "iconic brand" and noting it was great to bring that idea to life in his own way.

On the pitch, Bellingham’s timing could not be more perfect. He scored in Real Madrid’s 3-0 victory over Racing Santander, reaching the half-century goal mark in just his fourth season. Wearing the No5 shirt once worn by Zinedine Zidane, Bellingham has now outscored the French legend by one goal, achieving this in 76 fewer matches. His recent World Cup performance also saw him set a record for goals by an England player in a single tournament, including a strike in the 6-4 win over France.

While the fashion world watches, Bellingham remains focused on his team’s success. He described reaching 50 goals for Madrid as "very special," not just for his personal dreams but for the collective effort of the squad. For now, fans can admire his off-field glamour, but the headlines suggest his primary focus remains firmly on the pitch, where his scoring prowess continues to rewrite history.