Jude Bellingham bares all for Kim Kardashian’s underwear brand SKIMS ahead of Euros 2024

Hearts quietly broke across Britain when Jack Grealish missed out on making the Euros 2024 squad — but Jude Bellingham has arrived to steal the heartthrob crown.

He’s a golden boy with a football, as Bellingham arrives in Germany for the championships, he has made sure to draw attention off the pitch, too. Posing for Kim Kardashian’s underwear brand SKIMS, 20-year-old Bellingham has bared all (and kicked a football about) for a new campaign promoting its boxer shorts. Kardashian founded the brand, known for its body shaping womenswear, in 2019 and expanded to offer a men’s range in 2023.

“The opportunity to be featured in SKIMS Mens latest campaign is incredible. It’s so important for me to have flexibility and comfort when I’m playing and training, or even off-duty, and SKIMS meets these needs.” said the Real Madrid player, who began his career at 7 years old, playing for Birmingham City. “I believe in embracing individuality and feeling comfortable in your own skin, so I’m excited to partner with a brand that embodies and celebrates these values.”

“I’m thrilled to unveil Jude as the face of our new SKIMS Mens campaign,” said Kardashian. “He has always been a rising star within the football world but this year he’s truly cemented himself as an icon, and his influence on the next-generation of players and fans is undeniable! This is such an exciting time for the brand, and this campaign is another example of SKIMS’ ability to create global cultural moments, especially within sports.”

Previous SKIMS men’s campaigns have seen other sporting heroes, including Neymar Jr and Patrick Mahomes, turn their hand to modelling. In the new photographs, Bellingham wears SKIMS pants from the Cotton and Stretch collections, including SKIMS Cotton 5” Boxer Brief in chalk, and SKIMS Cotton 3” Boxer Brief in kyanite and light heather gray.