The 100% organic collection supports the Instituto Projeto Neymar Jr., an NGO working to help children and young people in Brazil. Photo: AFP
Football star Neymar Jr., who plays for Paris Saint-Germain, turns up the heat with his new fashion campaign.
As well as being a feast for the eyes, the Superdry collaboration is also for a good cause, with an underwear collection that's 100% organic, supporting the Instituto Projeto Neymar Jr., an NGO working to help children and young people in Brazil.
With 144 million followers on Instagram, globe-spanning influence and a ripped six-pack, who better than Neymar to front it?
Read more: How 'Emily In Paris' and Harry Styles influenced fashion choices in 2020
The brand scores a win by adding the superstar to its team in a three-year global deal championing sustainability. This is part of a wider eco-friendly drive.
The collaboration also includes some homewear – a key 2020 trend driven by Covid-19 lockdowns that will continue into next year.
However, from the look of the first campaign shots released, underwear appears to take centre stage for the time being. What better way to end a difficult year than with Neymar in his smalls?
As well as the collection's sustainable credentials, it will also support Instituto Projeto Neymar Jr. A percentage of proceeds from sales will benefit the NGO.
Named after the PSG striker, it works to broaden opportunities for over 2,000 registered children and adolescents living in situations of social vulnerability in Brazil, through education, culture, sport and health. – AFP Relaxnews
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