From K-pop idols to Hollywood heartthrobs, these male celebrities aren’t shy about stripping down. Discover 2024-2025’s hottest underwear campaigns – and the superstar charm, social media buzz, and brand partnerships fueling their fame.
1. Jungkook – K-Pop Sensation Turning Up the Heat for Calvin Klein
BTS’s Jungkook has taken his global star power to new (and scantily clad) heights as a Calvin Klein ambassador. The K-pop idol sent fans into a frenzy with his Calvin Klein campaigns, effortlessly modeling denim and boxer briefs and proving he’s a perfect fit for the brand’s “Calvins or nothing” ethos. Within 48 hours of his Fall 2023 campaign launch, Jungkook reportedly generated over $13 million in media impact value, outperforming even other celebrity campaigns of the year. It’s no wonder Calvin Klein’s team raves about his rare ability to connect with international audiences – every Jungkook underwear post basically breaks the internet. With millions of fans (and likes) at the ready, Jungkook’s playful confidence and toned physique have made him one of the most talked-about underwear models of 2024. (Fun fact: he even bested The Bear’s Jeremy Allen White in campaign virality, cementing his place as a social media phenomenon.)
2. Jeremy Allen White – From The Bear to Calvin Klein Billboard Star
If anyone “broke the internet” last year, it’s Jeremy Allen White when he debuted as a Calvin Klein underwear model. The Emmy-winning actor swapped his chef whites for classic white briefs, and fans ate it up. Within days of Calvin Klein’s Spring 2024 campaign release, Jeremy’s smoldering shots (photographed on a NYC rooftop) amassed a staggering $12.7 million in media exposure, with an Instagram post racking up over 1.4 million likes in no time. In the black-and-white images, White shows off the brand’s new micro stretch boxer briefs while channeling effortless cool – a look so hot it trended on social media for days. Calvin Klein even splashed his photos on billboards from Houston Street to Hollywood, making the The Bear star literally larger than life. With his chiseled abs, tattoos, and that brooding stare, Jeremy brought serious “heartthrob chef” energy to the fashion world. His viral underwear moment (and follow-up Fall 2024 campaign lounging poolside) proves he’s as much a style icon as he is an actor – yes, chef!
3. Bad Bunny – Chart-Topping Superstar Strips Down for Calvin Klein
Latin music megastar Bad Bunny is the latest A-lister to join Calvin Klein’s illustrious lineup of underwear ambassadors. Known for breaking records in music, Benito channeled that same fearless vibe into Calvin Klein’s Spring 2025 “Calvins or Nothing” campaign. In the steamy ad video titled “Bad Bunny Is Infinite,” he poses in nothing but iconic CK briefs as lightning flashes behind him – a visual metaphor for the electric impact he has on pop culture. And impact he has: Bad Bunny is currently the most-watched artist on YouTube and Spotify’s top-streamed Latin artist worldwide, giving CK instant global reach. Fans went feral (to quote one headline) over the Puerto Rican star’s photos, which blend his confident swagger and playful charm. Calvin Klein’s marketing brass call him a “mega-talent,” and with his millions of devoted followers, every shirtless snapshot is destined to go viral. Bad Bunny’s foray into underwear modeling isn’t just a campaign – it’s a cultural moment, proving that from sold-out stadiums to stylish skivvies, he can do it all.
4. Michael B. Jordan – Hollywood’s Hunk Brings the Heat in Calvin Klein
Michael B. Jordan in a Calvin Klein underwear campaign photo, posing shirtless in black boxer briefs. The internet got hot and bothered when “Sexiest Man Alive” alumnus Michael B. Jordan made his Calvin Klein underwear campaign debut. The Creed III star bared his chiseled chest and rock-hard abs in a series of artistic black-and-white photos shot by Mert & Marcus instantly setting social media ablaze. “Mother of God,” one awestruck fan commented when MBJ’s sizzling snaps droppedan exclamation echoed by just about everyone who saw the images. In the campaign, Michael models the latest Calvin Klein 1996 and Modern Cotton briefs with confident ease. One shot even has him reclining in nothing but boxer briefs, giving a smoldering stare that had fans and celebs alike thirsting in the comments. Calvin Klein plasters these photos on billboards from New York to LA, knowing Jordan’s megawatt appeal draws all eyes. With his superstar status and superhero physique, Michael B. Jordan proved he can sell a pair of briefs just as powerfully as he sells a cinema ticket – and look damn good doing it.
5. David Beckham – An Icon Returns in a Boss Bodywear Comeback
In early 2025, David Beckham reminded the world that he’s still the OG underwear icon – and somehow getting even better with age. The 49-year-old football legend starred in Hugo Boss’s new BOSS ONE Bodywear campaign, a decade after he supposedly hung up his underwear-model hat. The steamy photos (shot by famed duo Mert & Marcus) show a tattooed Beckham confidently lounging in form-fitting black boxer briefs, abs on full display. His return caused such a stir that even his mother-in-law felt compelled to zoom in on the images, joking “she could see everything” – much to Beckham’s embarrassment
Fans, of course, were ecstatic: Beckham set the gold standard for male underwear ads back in the day, and he hasn’t lost an ounce of his magic (or muscle) since. The campaign’s tagline #BeYourOwnBOSS is fitting, as David effortlessly commands attention in each shot. With his natural charisma and that athlete’s physique, Beckham’s underwear comeback was both a nostalgic treat and a masterclass in aging like fine wine – proof that true style icons never go out of fashion.
6. Neymar Jr. – Soccer Superstar Scores a Win with Skims
Global football phenom Neymar Jr. made headlines off the pitch by fronting the launch of SKIMS Men’s underwear in late 2023. Kim Kardashian tapped Neymar – along with NBA star Shai Gilgeous-Alexander and NFL player Nick Bosa – to lead the brand’s first men’s campaign, instantly ensuring worldwide buzz.
In the sleek ads, Neymar shows off his tatted, athletic physique in SKIMS’ new stretch briefs and boxers, even playfully balancing a soccer ball while shirtless. The images are sports meets style, highlighting Neymar’s swagger and the collection’s comfort. For SKIMS, enlisting the Brazilian forward (one of the most-followed athletes on the planet) was a genius play: his involvement generated massive media chatter and positioned SKIMS as a serious contender in men’s underwear. Fans loved seeing the usually uniform-clad Neymar in a different kind of gear – and he looked effortlessly cool doing it. The collaboration also underscored a trend of athletes in underwear campaigns (following the likes of Beckham in his Armani days). With Neymar bringing his star power and millions of social media fans along, SKIMS’ men’s line kicked off with a literal bang (and $4.5M in immediate media impact value). Chalk it up as another goal for Neymar, this time in the fashion arena.
7. Bonus: More Stars Who Love to Bare (Honourable Mentions)
Our list wouldn’t be complete without a nod to some other notable names heating up Instagram feeds and billboards in their briefs. Justin Bieber, for instance, is basically Calvin Klein royalty at this point – his past underwear ads (often alongside wife Hailey) became cultural touchstones and proved the Biebs still got it.
Likewise, Latin pop star Maluma made waves stripping to his Calvins (and Versace silks) in recent years, bringing reggaeton swagger to high-fashion campaigns.
And we can’t forget actors like Aaron Taylor-Johnson and Jacob Elordi, who have each shown off sculpted abs in editorial shoots that sent fans swooning. Whether it’s a one-off magazine spread or a full brand ambassadorship, these celebs know that a well-timed underwear moment can dominate trending topics (and set plenty of hearts racing).