by Stephen Garner

Brazilian football star Neymar Jr. joins the Superdry family in a three-year global deal that champions sustainability through the launch of a new 100 percent organic underwear and sleepwear collection.

The partnership marks a milestone in Superdry’s history, which will see the brand kickstart 2021 by amplifying the message of sustainable style to a global audience. Joining forces with the footballer will further promote Superdry’s sustainable vision for the future of fashion. Superdry has pledged to use 100 percent organic cotton by 2030 and is already supporting 400 farmers in India, in a transition to organic farming, as part of the brand’s “Grow Future Thinking” initiative.

“Obviously, when we talk about clothes, whatever their type, the first thing we want is comfort. It’s not different with underwear and sleepwear,” said Neymar Jr. “But when you add sustainability to both first conditions, Superdry is, unquestionably, the best one I’ve found. I’m very happy with the development and potential of this partnership.”

The agreement with Neymar Jr. is a further step in the revival of the Superdry brand under founder Julian Dunkerton, who was recently confirmed as permanent CEO of the business.

The relationship with Neymar Jr 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 neighborhood, in Praia Grande, where he 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.

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

“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,” said 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.”

“Neymar Jr. has a unique style on and off the pitch,” added Phil Dickinson, creative director of Superdry. “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. In addition to underwear, working with Neymar, we are expanding our collection to provide stylish organic cotton essentials within a sleepwear collection. All this means you can look stylish and be doing good things, even whilst you are lounging.”

Neymar Jr. currently plays football for Paris Saint-Germain and the Brazilian National Team. He has won The Champions League, the Copa Libertadores as well as winning domestic trophies in France, Spain, and Brazil.