Calvin Klein’s Jeremy Allen White Campaign Nets $12.7M in Media Exposure in 48 Hours

Calvin Klein Earns $12.7 Million in Media Exposure in 48 Hours with Jeremy Allen White Campaign

Calvin Klein’s recent underwear campaign starring actor Jeremy Allen White has proven to be a massive success, raking in an impressive $12.7 million in media impact value within just 48 hours of its release, as reported by Launchmetrics.

Launched on January 4, the campaign not only contributed $3 million in media impact value directly for the brand but also garnered significant attention on social media platforms. The most prominent placement was an Instagram post, valued at $859,000 in media impact value, which has since accumulated over 1.4 million likes.

Photographed by Mert Alas and styled by Emmanuelle Alt, the campaign quickly went viral on various social media channels. Jeremy Allen White’s name became a trending topic on X (formerly Twitter) on January 5, while the brand’s TikTok video promoting the campaign garnered over 4.5 million views.

In this visually stunning campaign, White showcases Calvin Klein’s spring 2024 underwear collection, featuring new logo treatments and materials designed for everyday comfort, including styles like New Intense Power, Micro Stretch, and Micro Mesh. The shoot took place in Manhattan, emphasizing the actor’s connection to New York, his birthplace.

Jeremy Allen White, known for his role as Carmen “Carmy” Berzatto in “The Bear,” attended the 2024 Golden Globe Awards on Sunday, where he was nominated for Best Actor in a Musical or Comedy TV Series.

Calvin Klein’s strategy echoes a trend seen in November when Skims enlisted hunky celebrity athletes Nick Bosa, Shai Gilgeous-Alexander, and Neymar Jr. for the launch of its menswear collection, resulting in a $4.5 million media impact value for the brand.