MADRID: M&C Saatchi Sport & Entertainment launched professional soccer player Cristiano Ronaldo's new underwear brand with a 19-meter tall image of him modeling an item from the collection.
Ronaldo, who plays for Spanish La Liga club Real Madrid, made an appearance yesterday at Madrid landmark Palacio Cibeles, where the campaign image, shot by photographer Giampaolo Sgura, showcased 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 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.
This story originally appeared on the website of PRWeek.