Superdry signs up Neymar Jr to front organic cotton underwear launch

By

Sandra Halliday

Published
Dec 17, 2020

Superdry has linked up with Brazilian and Paris Saint-Germain football star Neymar Jr in a three-year global deal that “champions sustainability” via a 100% organic underwear and sleepwear collection.

The company said it’s a “milestone” in its history and will see it kick-starting 2021 “by amplifying the message of sustainable style to a global audience. Joining forces with the footballing legend and style icon will further promote Superdry's sustainable vision for the future of fashion”.

The company is focused on becoming a 100% organic cotton brand by 2030 and is already supporting 400 farmers in India as part of its Grow Future Thinking initiative.

But it’s a milestone in other ways as it forms part of the firm’s turnaround plan under CEO Julian Dunkerton who returned to helm the brand following a bruising boardroom battle and a series of weakening results.

As part of the deal, Superdry has committed to supporting the Instituto Projeto Neymar Jr (iNJR) based in the Jardim Glória neighbourhood, in Praia Grande, where Neymar Jr grew up. Currently the non-profit group has over 2,000 children registered. It works to expand opportunities for children, adolescents and their families “who live in a situation of social vulnerability, through education, culture, sport and health”.

Dunkerton said that “Superdry will do the right thing to drive progressive change in our global communities leaving a positive environmental legacy for the future generation”.

The brand’s Creative Director, Phil Dickinson said the footballer is a strong choice for the label as he “has unique style on and off the pitch. We love his approach to life and his creativity fits perfectly with our brand value of embodying the spirit of adventure”.

And the product itself? Dickinson said the new underwear comes in “super comfortable organic cotton, using recycled poly waistbands which make them 100% sustainable and responsibly sourced”. And the sleepwear element of the collection also recognises the importance of loungewear this year with Dickinson adding that it means “you can look stylish and be doing good things, even whilst you are lounging.”

Neymar Jr said of the deal: “Obviously, when we talk about clothes, whatever their type, the first thing we want is comfort. It's not different with underwear and sleepwear. But when you add sustainability to both first conditions, Superdry is, unquestionably, the best one I've found. I'm very happy with the development and potential of this partnership.”