Bad Bunny Calvin Klein Campaign Details: Ambassador, Song & More

Calvin Klein’s Spring 2025 campaign with Bad Bunny generated an estimated $8.4 million in media impact value within 48 hours, according to Launchmetrics via NSS Magazine. The campaign didn’t just sell underwear—it ignited a conversation about celebrity, identity, and the power of a well-chosen ambassador.

Media Impact Value: $8.4 million in 48 hours ·
Photographer: Mario Sorrenti ·
Campaign: Spring 2025 Icon Cotton Stretch ·
Product: Icon Cotton Stretch with Infinity Bond waistband ·
Announcement: March 2025

Seven data points that define the partnership, one pattern: Calvin Klein is betting on cultural resonance over traditional modeling.

Is Bad Bunny an ambassador for Calvin Klein?

What is Bad Bunny’s official role in the Calvin Klein campaign?

Bad Bunny is the face of Calvin Klein’s Spring 2025 underwear campaign, his first with the brand (CR Fashion Book). The campaign spotlights the Icon Cotton Stretch collection, featuring enhanced shape retention and a stitch-free Infinity Bond waistband (CR Fashion Book).

How did Calvin Klein announce the partnership?

The partnership was unveiled in March 2025 across Calvin Klein’s official channels. The brand’s Instagram post, captured by Mario Sorrenti, carried the caption: “The vibe is infinite. @badbunnypr feels it in new Icon Cotton Stretch” (CR Fashion Book).

Which Bad Bunny song is in the Calvin Klein ad?

What song plays during the Calvin Klein ad featuring Bad Bunny?

The campaign video uses Bad Bunny’s track “EoO,” according to CR Fashion Book. The audio choice reinforces the campaign’s “infinite” theme, blending the artist’s music with visual storytelling.

Is the song original or an existing track?

“EoO” is an existing Bad Bunny song, repurposed for the campaign. The editorial decision to use his own music creates a seamless brand-artist identity.

Who shot Bad Bunny Calvin Klein?

Which photographer captured the Calvin Klein campaign?

The campaign was directed and photographed by Mario Sorrenti, a renowned fashion photographer known for his work with Vogue and previous Calvin Klein campaigns (CR Fashion Book). Sorrenti’s style—often intimate and naturalistic—suits the brand’s minimal aesthetic.

What is known about Mario Sorrenti’s style?

Sorrenti shoots in a way that feels both candid and sculptural. His images for this campaign use natural light and close framing, emphasizing Bad Bunny’s physique and the product’s clean lines.

The implication: Sorrenti’s visual language gives the campaign an editorial credibility that goes beyond a typical underwear ad.

How much did Bad Bunny get from Calvin Klein?

What is the reported media impact value of the campaign?

Within 48 hours of launch, the campaign generated an estimated $8.4 million in Media Impact Value (MIV), according to Launchmetrics data cited by NSS Magazine. The TikTok version alone reached 1.8 million likes and 20.3 million views in under a week, while the Instagram version surpassed 30 million views (NSS Magazine).

Did Calvin Klein disclose the payment to Bad Bunny?

Exact payment terms remain undisclosed. For context, similar Calvin Klein campaigns by Jungkook generated $13.4 million MIV and Jeremy Allen White’s 2023 campaign brought $12.7 million MIV (NSS Magazine).

Is Bad Bunny part of the LGBTQ+ community?

How has Bad Bunny addressed his sexuality?

In 2020, Bad Bunny stated that his sexuality does not define him. He has been an advocate for LGBTQ+ rights, using his platform to support inclusivity. In 2022, he shared his first onscreen kiss with a man during a music video, though he has not publicly labeled his identity. These details are based on widely reported interviews but were not sourced with specific URLs in the campaign research.

What are Bad Bunny’s public statements on LGBTQ+ issues?

He has consistently defended LGBTQ+ rights and challenged traditional masculinity in Latin music. This openness adds a layer of cultural resonance to his Calvin Klein partnership, which the brand’s creative direction acknowledges through themes of confidence and self-expression.

The pattern: Calvin Klein’s history of inclusive marketing—featuring everyone from Kate Moss to Jari Jones—finds a natural fit with an artist who embodies fluid masculinity.

The Bad Bunny–Calvin Klein partnership is a masterclass in aligning brand identity with cultural momentum. For Calvin Klein, the choice is clear: keep doubling down on ambassadors who bring authentic cultural weight, or risk ceding the spotlight to competitors like Jungkook and Jeremy Allen White.

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