Brazilian football star Neymar Jr. has joined forces with Superdry as part of a 3-year deal to champion the brand’s 100 per cent organic underwear and sleepwear collection.
According to Superdry, joining forces with the football star and style icon will further promote the retailer’s sustainable vision for the future of fashion.
Superdry said it has pledged to become a 100 per cent organic cotton brand by 2030 and is currently supporting 400 farmers in India, in a transition to organic farming, as part of the brand’s Grow Future Thinking initiative.
Commenting on the partnership, Neymar Jr. said: “Obviously, when we talk about clothes, whatever their type, the first thing we want is comfort. It’s not different with underwear and sleepwear. But when you add sustainability to both first conditions, Superdry is, unquestionably, the best one I’ve found.”
The relationship with Neymar Jr will see Superdry commit to supporting a cause close to the footballer’s heart, the Instituto Projeto Neymar Jr. based out of the Jardim Glória neighbourhood, in Praia Grande, where Neymar Jr 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.
“Neymar’s passion for creating positive change through the Instituto Projeto Neymar Jr. aligns with our goals to produce the most sustainable product, whilst protecting our planet and supporting our people in all that we do,” says Superdry CEO, Julian Dunkerton.
“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.”
Furthermore, Superdry has pledged an annual donation to support the iNJR in helping to change the lives of young people in Brazil.
“Neymar Jr has unique style on and off the pitch” says Superdry creative director, Phil Dickinson. “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 per cent sustainable and responsibly sourced. In addition to underwear, working with Neymar, we are expanding our collection to provide stylish organic cotton essentials within a sleepwear collection.”
Neymar Jr. currently plays football for Paris Saint-Germain and the Brazilian National Team. According to Superdry, Neymar Jr. has a ‘massive’ global social media audience with over 143 million on Instagram alone.
“This reach combined, with a passion for social causes, makes him the perfect partner for Superdry to Grow Future Thinking,” the company said.
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