International footballer and businessman, Cristiano Ronaldo, unveils his new Spring/Summer 2017 CR7 Underwear collection with a campaign that embodies his energetic and vibrant personality. Launched in 2014 to global success, the seventh season of CR7 Underwear features a range of bold, brightly coloured and patterned designs that serve as the perfect foundation to any summer wardrobe.

The campaign, which is inspired by Ronaldo’s energy and shows a more relaxed side of his personality, presents a series of candid and intimate shots that capture the superstar’s playfulness and sense of fun. The images are stripped back to basics, allowing the celebrated sportsman and his energetic spirit and bold designs to shine through.

“People mostly see the more serious, focused side to my personality so I wanted this campaign to show my more relaxed side,” confessed Ronaldo. “The shoot was a lot of fun, we didn’t take it too seriously and it has a totally different look and feel to any of my previous underwear campaigns. I love summer so wanted the campaign to have bright, vibrant, tropical feel.”

He continued: “This collection is all about the detail, so I wanted that to really come through in the campaign, which is why we stripped it back and made it super simple with a pop of colour from the tropical leaves. I love bright colours and how wearing them can make you feel. For the summer, I wanted to create designs that are bold and stylish and make you feel your best as soon as you put them on.”

A perfectionist in all areas of his life, Ronaldo’s attention to detail and unique style can be seen through the collection’s intricate graphic prints, premium materials and standout colour combinations, which combine to deliver a series of distinctive summer looks.

Experienced Danish company JBS Textile Group is behind the production and distribution of CR7 Underwear, along with Cristiano Ronaldo’s accompanying range of premium socks. With over 75 years’ experience, the company has a rich heritage in producing high quality clothing, continuing to deliver stylish designs that offer unrivalled comfort and fit.

The Spring/Summer 2017 CR7 Underwear collection is available from and select retailers worldwide.