As Jude Bellingham stars in SKIMS campaign, how A-Listers from Heidi Klum and Sabrina Carpenter are vying to promote Kim Kardashian’s brand – as experts praise ‘perfectly executed’ collaborations [Video]

06:48 EDT 12 Jun 2024, updated 08:16 EDT 12 Jun 2024

He’s one of the world’s most in-demand footballers and is set to represent England at the Euros this summer.

But as of last night, Jude Bellingham, 20, now officially has something in common with Heidi Klum, Sabrina Carpenter and Carmen Electra. 

The Real Madrid midfielder sent his fans into a frenzy yesterday when he became the latest in a long list of celebrities to promote Kim Kardashian‘s SKIMS range – prompting customers to dub the mother-of-four the ‘Queen of marketing’.

In the promotional images, the star – who previously had a brand partnership with Lucozade – sported white and grey boxers from the brand as he showcased his chiselled abs.

Last July, SKIMS was officially valued at over $4bn – just over five years after it launched.