M&C Saatchi launches underwear range with giant image of Ronaldo in pants

Cristiano Ronaldo launched his new underwear brand with a 19 metre tall image of himself modelling an item from the range in Madrid, in a campaign created by M&C Saatchi Sport Entertainment.

Fashion range: Ronaldo launches underwear collection in Madrid
Fashion range: Ronaldo launches underwear collection in Madrid

He made an appearance yesterday at Madrid landmark Palacio Cibeles, where the campaign image, shot by photographer Giampaolo Sgura, was erected to launch the CR7 by Cristiano Ronaldo underwear collection.

The launch stunt was the first piece of activity by M&C Saatchi Sport & Entertainment following its appointment to handle international PR for the brand.

CR7 by Cristiano Ronaldo has been created in partnership with football player Ronaldo and Scandanavian underwear and socks manufacturer JBS Textile Group. The CR7 underwear and sock line was designed collaboratively between Ronaldo and New York menswear designer Richard Chai.

The opening collection includes four lines – Luxury, Fashion, Basic and Boys. As part of the campaigns Ronaldo will be featured prominently in the branding and marketing of the products.

The account is led by M&C Saatchi Sport & Entertainment account director Laura Coller and overseen by CEO Steve Martin.

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