Neymar Jr. is the face of the new organic cotton underwear collection

Soccer star Neymar Jr. joined the Superdry family last year under a three-year contract with NR Sports, a company that leads the way in sustainability. The star player will be the face of the 100% organic underwear and sleepwear collection. Items from the first campaign featuring the athlete began to be released in April 2021.

See details: https://www.superdry.com/neymar

This partnership marks a milestone in Superdry’s history, as the brand kicks off 2021 by amplifying its message of sustainable style to a global audience. By joining forces with the soccer legend and style icon, it will promote an even more sustainable vision for the future of fashion.

Superdry has reiterated its commitment to becoming a 100% organic cotton brand within five years, and now aims to have all items made of pure cotton by 2025, in addition to already supporting 20,000 farmers in India in their transition to organic farming. This is part of the Grow Future Thinking initiative, through which the company’s sustainability efforts were recognized by the 2021 Drapers Sustainable Fashion Awards. A panel of industry experts awarded Superdry the “Positive Change” prize in recognition of its leadership in sustainability.

While speaking with Superdry during the campaign shoot in Paris, Neymar Jr. confirmed the importance of his relationship with the brand. “When I was approached about the opportunity to partner with Superdry and heard about the work they’re doing to become 100% organic, I was happy and honored to be involved,” he said. “Superdry is a trusted brand where comfort is key—which is also important to me. When it comes to improving your own efforts to live more sustainably, every little detail counts.”

This visionary perspective is certainly reflected by Superdry’s CEO and founder, Julian Dunkerton, who says that “Neymar’s passion for creating positive change aligns with our plans to produce a more sustainable product, while protecting our planet and supporting people in everything we do.” Dunkerton, who was also nominated for the Soil Association’s Organic Award as part of the BOOM (Best Organic Market) awards, was recognized as one of the individuals who most championed the cause last year. “Superdry will do the right thing by bringing this progressive change to our global communities, leaving a positive environmental legacy for future generations through the various initiatives we have planned.”

Neymar Jr. has a massive global social media following, with more than 148 million followers on Instagram. This reach, combined with his passion for social causes, makes him the perfect partner for Superdry and the initiative Grow Future Thinking