NEYMAR JR UNDERWEAR CAMPAIGN
NEYMAR JR UNDERWEAR CAMPAIGN
Superdry’s first organic cotton underwear campaign launched in AW21, featuring global football icon Neymar Jr. to promote 100% organic cotton underwear and sleepwear. The campaign highlighted sustainability, comfort, and social impact, with Superdry supporting Instituto Projeto Neymar Jr. Using a multi-channel approach across social media, YouTube advertising, PR, and in-store activations, the campaign achieved an impressive 908 million total reach and generated 5.5 million social engagements, reinforcing Superdry’s commitment to responsible fashion and global influence.
Behind the scenes with Neymar Jr.
The behind-the-scenes film captured Neymar Jr.'s personality and energy on set, while also showcasing the underwear collection.
Neymar Jr interview.
In a short interview, Neymar Jr. highlighted the importance of sustainability while discussing how the organic cotton underwear collection offers both comfort and eco-consciousness.
Neymar Jr Challenge.
As part of the campaign, the Neymar Challenge saw Neymar Jr. perform a football stunt and challenge the Superdry audience to beat him, with the winner receiving a £10,000 prize.
Organic Cotton.
An animated social post highlighted Superdry's organic cotton achievements and ambitions, emphasising the environmental benefits and support for Indian cotton farmers.
Neymar Jr Institute.
An animated social post showcased the impactful work of Instituto Neymar Jr. and highlighted Superdry's support for the charity.
Game of chance.
The 'Game of Chance' film, starring Neymar Jr. and model Faith Lynch, playfully reimagined a game of strip poker, combining cheeky humor with a stylish showcase of Superdry’s organic cotton underwear collection.