Honestly, if you’ve been anywhere near a screen lately, you probably saw those photos. You know the ones. Benito Antonio Martínez Ocasio—the man the world calls Bad Bunny—stripped down to essentially nothing but his ink and a pair of white boxers. It wasn't just another celebrity ad. It felt like a shift.
When the Bad Bunny Calvin Klein campaign finally dropped in March 2025, it didn't just "go viral." It flattened the internet. People weren't just looking at underwear; they were looking at a guy who has spent the last few years systematically breaking every "rule" about what a Latin superstar is supposed to look like.
He didn't do this for the paycheck. Well, okay, he definitely got paid. But for Benito, this was about something else entirely.
The Puerto Rico Connection Most People Missed
You might think a massive global brand like Calvin Klein would want to fly a star like Benito to a high-tech studio in New York or a sleek set in Paris. Nope. Benito had one major condition. They had to film it in Puerto Rico.
"Getting to shoot it in Puerto Rico made it that much more special and genuine," he told reporters shortly after the launch. It makes sense. If you're going to be that vulnerable—stripped down to your literal skin—you want to be on home turf.
The campaign wasn't just a bunch of static photos, either. It was a whole vibe. The film was set to his hit track "EoO," which, if you’ve heard his latest album Debí Tirar Más Fotos, you know is basically a love letter to the island's rhythm.
By keeping the production in PR, Benito turned a corporate gig into a cultural moment. He wasn't just a model. He was the ambassador of the island, showing the world that "sexy" doesn't have to be some polished, artificial Hollywood version of the word. It can be raw. It can be sweaty. It can be 100% Boricua.
The Physical Grind: It Wasn't Effortless
We see the finished product and think, "Wow, he looks great." But the reality was way more intense. In an interview with GQ, Benito admitted he went through a "rigorous" routine to get into what he called his "best shape."
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- The Diet: He was eating "super clean." No junk. No late-night snacks.
- The Training: He was hitting the gym as much as humanly possible between tour dates.
- The Reward: The second the cameras stopped clicking, he was gone. He literally walked out the door and went straight to a restaurant called Lala.
He apparently spent the rest of the night double-fisting Manchego croquetas and crispy tuna rice. Honestly? Relatable. If I had to pose in my underwear for Mario Sorrenti (the legendary photographer behind the shoot), I’d probably want a mountain of fried cheese the second it was over, too.
Why This Specific Collection Actually Matters
Most of us just see the "CK" logo and move on, but this campaign was the big debut for a new line called Icon Cotton Stretch.
There’s some actual tech here that’s worth mentioning if you’re tired of your waistbands digging in. They introduced something called an Infinity Bond waistband. It’s stitch-free. No seams to itch or leave those weird red marks on your skin.
They also worked on a "supportive contour pouch." Basically, it’s designed to keep everything where it should be without feeling like a straitjacket. It’s that mix of "I’m wearing nothing" and "I’m fully supported" that the brand has been chasing since the Mark Wahlberg days in the '90s.
Breaking the "Machismo" Mold
The most interesting thing about Bad Bunny working with Calvin Klein isn't the underwear. It’s the subversion. For decades, the "CK Man" was a very specific type of hyper-masculine, often brooding figure.
Benito is different. He wears nail polish. He wears skirts. He talks openly about gender fluidity and social issues in Puerto Rico. By putting him in the most iconic underwear ads in the world, the brand is acknowledging that the definition of a "leading man" has fundamentally changed.
He isn't trying to look like a bodybuilder. He looks like himself—tattoos, curls, and all. That’s why the engagement was so high. It didn't feel like a costume.
What You Should Take Away From This
If you're looking to upgrade your own drawer or just trying to understand why this keeps popping up on your feed, here’s the "so what":
- Authenticity over Aesthetics: The campaign worked because it felt like Benito, not a brand's version of him. If you're building a personal brand, take note.
- The Tech is Real: If you're buying the Icon Cotton Stretch, you're paying for that Infinity Bond waistband. It's a legitimate comfort upgrade from the classic multi-packs.
- Culture is Currency: Benito’s insistence on filming in Puerto Rico proves that the biggest stars now have the leverage to bring global eyes to their local communities.
If you’re planning to grab some of the gear, the collection is already live on the site. Just don't expect to look exactly like the "King of Latin Trap" unless you've also been skipping the croquetas for three months.
Check the labels for "Icon Cotton" specifically if you want the seamless feel. It's a game changer for daily wear, even if you aren't planning on a Mario Sorrenti photoshoot anytime soon.