Cristiano Ronaldo in briefs in the center of Madrid! How come?  He launched his underwear collection.


By Jack Wright
Photos supplied


Real Madrid Football Club mega-star Cristiano Ronaldo launched his new CR7 by Cristiano Ronaldo underwear collection in Madrid recently. The scene of the global launch was the beautiful neoclassical Palacio de Cibeles (Cybele Palace) where a 19 meter tall CR7 by Cristiano Ronaldo campaign image  was unveiled.


The 19m high billboard during the global launch of the CR7 by Cristiano Ronaldo Underwear line at the Palacio de Cibeles on October 31, 2013 in Madrid, Spain

The Palacio de Cibeles’ spectacular glass-domed courtyard, which is regularly used for high end fashion events and is famous as a hub of culture, art and design, provided the perfect backdrop for the image featuring the world famous sportsman modelling a key item from his range.

“I am very proud to officially launch CR7 today,” said the never shy Ronaldo on the occasion, “and especially to see my campaign image displayed in this beautiful building, one of the most famous landmarks in Madrid. I put a lot of passion and dedication into creating this new underwear line.”

Cristiano Ronaldo poses in front of the gigantic CR7 billboard

Cristiano Ronaldo poses in front of the gigantic CR7 by Cristiano Ronaldo billboard

CR7 by Cristiano Ronaldo is Ronaldo’s inaugural brand venture into fashion design and alludes to the fact that he wears shirt Nº 7 at Real Madrid. The key factors in his decision to launch his collection are his love of fashion and interest in design. Luckily he could count on the expertise of designer Richard Chai, winner of the Council of Fashion Designers of America’s award for Designer of the Year 2010 for men’s wear. Chai is renowned for his work with labels including Marc Jacobs and Donna Karen. He was on hand to help develop CR7‘s design elements.

But as Ronaldo said, he too has done his part:  “I have wanted to launch my own brand for a long time. I am delighted to finally launch it globally today. Working on this collection alongside Richard has given me a great creative outlet and I have loved every part of collaborating on the range, from selecting the colors and designs to testing the styles and fits myself.”

The Danish company JBS Textile Group is a partner of CR7 by Cristiano Ronaldo.

Giampaolo Sgura’s monochrome images of the Real Madrid footballer is very reminscent of Alasdair McLellan’s haunting shots of tattoed 37-year old David Beckham in his Bodywear campaign for high-street chain H&M. Is there an (undeclared) war of sorts here between the two football giants?

Criistiano ronaldo poses with co-designer Richard chai during the global launching of the CR7 by Cristiano ronaldo underwear collection in Madrid

Criistiano Ronaldo poses with co-designer Richard Chai during the global launching of the CR7 by Cristiano Ronaldo Underwear line

CR has previously modeled for Armani Jeans. And he is in no way new to the fashion industry’s other aspects. In 2006 he opened the CR7 clothes and accessories boutique on his native island of Madeira then expanded in Lisbon in 2008. The stores cater to both male and female clientele selling slinky outfits. However,  CR7 by Cristiano Ronaldo is an inaugural brand venture and his first attempt at designing.

The CR7 collection is available internationally through and select retailers from 1st November 2013.




If you don’t know who Cristiano Ronaldo (1985, Madeira, Portugal) is, you must be way out there living on another planet in deep space. If so, let’s put you in the picture. CR is currently the world’s highest paid footballer as per his 2013 5-year contract with Real Madrid — an annual €21 million net, with a buyout clause of €1 billion. (Note, though, that Gareth Bale of the same football club is said to collect a few millions more than CR.)

CR has been with Real Madrid since 2009, transfering from Machester United. It is estimated that he is worth some €150 million.

Cristiano Ronaldo presenting his CR7 Underwear collection in Madrid

Cristiano Ronaldo presenting his CR7 Underwear collection in Madrid

CR is regarded as one of the best players ever to play football (soccer) and, as of today, is considered one of the two best players in the world, the other being Lionel Messi, midfielder of the Barcelona Football Club (“Barça”), Real Madrid’s eternal rival. The Madridista forward also captains Portugal’s national football team.

CR’s full name is Cristiano Ronaldo  dos Santos Aveiro. His parents were great admirers of US president Ronald Reagan and that’s why they christened their son Ronaldo. Ronaldo has a son of his own to whom he dedicates every goal he scores, Cristiano Ronaldo Jr., and of whom he has exclusive custody after settling an undisclosed hefty sum on the mother of the child.