In Pictures: Belstaff taps Freddie Flintoff as face of ‘Icons’ campaign

England cricket legend and TV personality Freddie Flintoff has been drafted to front Belstaff’s new ‘Icons’ campaign - its first since British sportswear company Castore acquired the brand from Jim Ratcliffe’s INEOS in August 2025.

Championing the longstanding brand statement, “The icon of an independent spirit”, the campaign “pays tribute to the legacy, community and resilience that have defined Belstaff for over a century”.

It’s also a nod to how Flintoff himself embodies that spirit - especially in light of his near-fatal crash while filming a car review for ‘Top Gear’ in December 2022, which saw him airlifted to hospital and in need of major facial cosmetic surgery.

The campaign focuses on six ‘hero’ jackets from Belstaff’s ‘Icons Collection,’ including the ‘Trialmaster,’ the ‘Racemaster,’ the ‘Fieldmaster’, and the ‘Trialmaster Panther’ jacket.

Sara Thabet, Global Brand & Marketing Director at Belstaff, said: “Spanning almost 80 years of design history and drawn from our rich archives, the ‘Icons Collection’ really is the heart of our brand.

"Over the decades, some have become icons of British style in their own right, but many people still don’t truly know the legacy and craftsmanship behind them. We’re so excited to be reinvigorating that story in such a big way with someone like Freddie, who embodies who we are and what these jackets are about so perfectly.”

Slightly confusingly, at the time Castore acquired Belstaff, it was reported that the transaction, “completed on a debt-free, cash-free basis”, would also see Belstaff’s parent company, INEOS, make a significant strategic investment in Castore at the holding company level.

Tom Beahon, co-founder and CEO of Castore, commented in August 2025: “Belstaff is a truly iconic brand with unparalleled heritage, and I have personally been a huge fan for a very long time. INEOS and the management team at Belstaff have done a phenomenal job in steering the company back to profitability following a challenging period for the retail sector.

"To have the opportunity to take Belstaff through the next stage of its growth journey is a dream come true and a huge privilege. We are also delighted that Sir Jim Ratcliffe’s INEOS is investing in Castore, which is a demonstration of commitment to our business and global growth ambitions - and we look forward to working together to deliver on this vision.”

The deal marked a significant step for Castore, which has rapidly scaled in recent years through partnerships with leading sports teams and an expanding retail footprint, as it looks to cement its position in the premium sportswear market.