Superdry signs Neymar Jr. to front organic cotton underwear collection

Brazil and Paris Saint-Germain (PSG) football star Neymar Jr. has signed a three-year global deal with Superdry to front its new 100% organic underwear and sleepwear collection - championing the brand’s “sustainable vision for the future of fashion.”

Neymar Jr. has a massive global social media audience with over 143m followers on Instagram alone, so the attraction for Superdry signing such a global superstar is clear.

Superdry has pledged to become a “100% organic cotton brand” by 2030, and is currently supporting 400 farmers in India in its transition to organic farming as part of the brand’s "Grow Future Thinking" initiative.

The relationship with Neymar Jr. (most commonly referred to simply as Neymar) will see Superdry commit to supporting a cause close to the footballer’s heart, the Instituto Projeto Neymar Jr. (iNJR) based out of the Jardim Glória neighbourhood, in Praia Grande, where Neymar grew up.

Currently the non-profit civil association has over 2,000 children registered. It works to expand opportunities for children, adolescents and their families who live in a situation of social vulnerability, through education, culture, sport and health.

The agreement with Neymar Jr. is a further step in the revival of Superdry under the brand’s co-founder, Julian Dunkerton, who was confirmed as permanent CEO of the business only yesterday, following his return last year.

Dunkerton said: “Neymar’s passion for creating positive change through the Instituto Projeto Neymar Jr. aligns with our goals to produce the most sustainable product, while protecting our planet and supporting our people in all that we do.

“Superdry will do the right thing to drive progressive change in our global communities, leaving a positive environmental legacy for the future generation through one of the many exciting initiatives we have planned.”

Superdry has also pledged an annual donation to support the iNJR in helping to change the lives of young people in Brazil, channelled through sustainable style and “helping to protect our planet and our people.”

On signing with Superdry, Neymar Jr., commented: “When we talk about clothes, whatever their type, the first thing we want is comfort. It’s no different with underwear and sleepwear. When you add sustainability to both, Superdry is, unquestionably, the best one I’ve found. I’m very happy with the development and potential of this partnership.”

Superdry Creative Director, Phil Dickinson, added: “Neymar Jr. has unique style on and off the pitch. We love his approach to life and his creativity fits perfectly with our brand value of embodying the spirit of adventure.

“We already make amazing underwear and our aim is to make it even better. They are a super comfortable organic cotton fabric, using recycled poly waistbands which make them 100% sustainable and responsibly sourced.”