Looking Back: Bad Bunny’s Calvin Klein Debut Made Latin Music a Marketing Force

Before Rosalía took over Calvin Klein’s Fall campaign, another Latin music icon had already made waves for the brand earlier in the year.

Bad Bunny’s underwear campaign, released in March, was shot in his native Puerto Rico by Mario Sorrenti.

It featured the artist wearing the brand’s Icon Cotton Stretch briefs, soundtracked to his song “EoO.”

The campaign leaned into Bad Bunny’s existing public image, which is confident, unfiltered, and instantly recognizable.

The artist reflected on the experience in a statement released with the campaign:

“This has been in the works for some time now, seeing it finally come to life has been gratifying.

I’m excited and grateful for the opportunity to be part of this brand’s iconic campaign, and getting to shoot it in Puerto Rico made it that much more special and genuine.”

The visuals felt natural and unfiltered, without trying to tell a big story.

Just a global star in his element, which helped make it one of the most visible fashion campaigns of the year.

A Marketing Win in Every Metric

The campaign earned $8.4 million in media impact value within 48 hours, according to Launchmetrics, as reported by Fashion United.

Videos pulled in more than 56 million views across Instagram and TikTok, while likes surpassed 3.7 million.

Bad Bunny’s influence extended well beyond this campaign.

He ranked among the most-streamed artists on Spotify and had already starred in campaigns for Gucci and Jacquemus.

In 2024, his Met Gala appearance alone, where he wore Maison Margiela, generated $9 million in earned media value for the fashion house.

For Calvin Klein, its Spring 2025 campaign confirmed that the brand’s alignment with global music figures can still drive cultural and commercial impact.

Our Take: Why Did This Campaign Stick?

I’ve seen a lot of celebrity campaigns, and most of them blur together, but this one had a no-complicated story and didn't have an overworked concept.

And I think this is why it worked.

For brand leaders, here are key takeaways:

• Let people show up as themselves. Bunny didn’t need a costume or character. His real presence did the work.
• Context matters. Shooting in Puerto Rico wasn’t just a location choice. It made the campaign feel lived-in.
• Timing still drives impact. This launched while Latin music dominated global charts, and Calvin Klein didn’t miss the moment.
• Match the product with someone who actually fits it. The underwear mattered just as much as the person wearing it.

Keeping it simple can say a lot more than trying to do too much.

Want to see another example of music and fashion coming together in 2025? Check out how SKIMS brought in Post Malone to launch its new menswear line.

How about learning how to drive real fashion impact? Explore top fashion marketing agencies here.