Neymar Jr. will be the face of the new organic cotton underwear collection
Soccer star Neymar Jr. joins the Superdry family under a three-year contract signed with NR Sports, a leader in sustainability, featuring a collection of 100% organic underwear and sleepwear.
The partnership announced this Thursday (17) marks a milestone in Superdry’s history, as the brand kicks off 2021 by expanding its message of sustainable style to a global audience. Joining forces with the soccer legend and style icon will further promote Superdry’s sustainable vision for the future of fashion.
Superdry has committed to becoming a 100% organic cotton brand by 2030 and is already supporting 400 farmers in India as they transition to organic farming, as part of the brands’ “Grow Future Thinking” initiative.
Upon joining the Superdry family, Neymar Jr. noted: “Obviously, when it comes to clothing—no matter what type—the first thing we want is comfort. It’s no different with underwear and pajamas. But when you add sustainability to those first two criteria, Superdry is, without a doubt, the best I’ve found. I’m very excited about the development and potential of this partnership.”
The deal with Neymar Jr. marks another step in the revival of the Superdry brand under its founder, Julian Dunkerton, who has been confirmed as the company's permanent CEO.
The partnership with Neymar Jr. will see Superdry commit to supporting a cause close to the athlete’s heart: the Neymar Jr. Project Institute (INJR), located in the Jardim Glória neighborhood of Praia Grande, where Neymar Jr. grew up. Currently, this nonprofit organization serves more than 2,000 children. The project works to expand opportunities for children, adolescents, and their families living in socially vulnerable situations through education, culture, sports, and health.
“Neymar’s passion for bringing about positive change through the Neymar Jr. Project Institute aligns with our goals of producing the most sustainable product, protecting our planet, and supporting our people in everything we do,” says Julian Dunkerton.
“Superdry will do the right thing to drive progressive change in our global communities, leaving a positive environmental legacy for future generations through one of the many exciting initiatives we have planned,” he adds.
In addition, Superdry has pledged an annual donation to support the INJR and help change the lives of young people in Brazil, channeled through sustainable practices that help protect our planet and our people. “Neymar Jr. has a unique style both on and off the field,” says Superdry’s Creative Director, Phil Dickinson.
“We love your approach to life, and your creativity aligns perfectly with our brand’s values of embodying the spirit of adventure. We already make incredible underwear, and our goal is to make it even better. It’s made from super-comfortable organic cotton fabric, with waistbands made from recycled polyester, making it 100% sustainable and responsibly sourced. In addition to underwear, in partnership with Neymar, we’re expanding our collection to offer stylish organic cotton essentials as part of a pajama line. All of this means you can look stylish and feel great, even while you’re resting,” he adds.
Neymar Jr. currently plays for Paris Saint-Germain and the Brazilian national team. He has won a Champions League title, the Copa Libertadores, and numerous other trophies in France, Spain, and Brazil. In 2016, he won a gold medal with the Brazilian national team and proved himself to be one of the CBF’s all-time leading scorers. Neymar Jr. has a massive global social media following, with over 143 million followers on Instagram. This reach, combined with his passion for social causes, makes him the perfect partner for Superdry and its “Grow Future Thinking” initiative.
Superdry
Superdry is a contemporary brand focused on offering stylish, premium-quality products across four collections. Inspired by the cultures of America, Japan, and Great Britain, Superdry offers a relaxed yet well-crafted style with engaging content. Craftsmanship, attention to detail, premium materials, and hand-drawn art are the hallmarks of the collections. Superdry has a significant global presence in 65 countries. Through Superdry.com, our digital experience offers secure shopping to more than 100 countries worldwide.
Our brand's mission is to inspire and engage style-conscious consumers while leaving a positive environmental legacy.
