Honestly, the internet wasn't ready. When the first black-and-white shots of the Michael B. Jordan underwear campaign for Calvin Klein hit social media in early 2023, the collective gasp was practically audible. We’ve seen him shredded for Creed. We’ve seen him as the formidable Killmonger. But this? This was different. It wasn't just about a movie role or a red-carpet look; it was a full-on cultural "moment" that managed to bridge the gap between high-fashion prestige and raw, viral obsession.
Most people just saw the billboards on Houston Street in New York or La Cienega in LA and thought, "Yeah, he looks great." But there is actually a lot more to the story than just a celebrity stripping down for a paycheck. From the awkward phone calls to his mother to the strategic timing of the release, the campaign was a masterclass in personal branding.
The Viral Photoshoot That Broke the Feed
The images didn't just appear out of nowhere. They were part of Calvin Klein’s Spring 2023 "Calvins or Nothing" series.
If you look closely at the credits, you'll see the names Mert Alas and Marcus Piggott. Known in the industry simply as Mert & Marcus, this duo is legendary for a reason. They don't just take "sexy" photos; they create high-contrast, moody visuals that feel more like statues than snapshots. For Jordan’s debut with the brand, they focused on three specific lines: the Calvin Klein 1996, Athletic, and Modern Cotton Performance collections.
The aesthetic was intentionally stripped back. No distractions. Just the actor, the waistband, and the results of a training regimen that would make a professional athlete sweat.
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Why the Timing Was Genius
The campaign dropped on February 27, 2023.
If you follow Jordan’s career, you know that was just four days before Creed III hit theaters. That wasn't a coincidence. This was the first film where he wasn't just the star; he was the director. By launching these massive, shirtless billboards right as he was making his directorial debut, the brand tapped into his peak "main character energy." It turned a movie press tour into a global fashion event.
The "Sorry, Mom" Moment
You’d think being one of the most famous men on the planet would make you immune to embarrassment, but Michael B. Jordan is still a son at the end of the day.
On the red carpet for the Creed III premiere, he told Entertainment Tonight that he actually had to apologize to his mother, Donna Jordan, before the photos went live. He joked that his "business was all out in the streets—literally." Imagine calling your mom to tell her she’s about to see her son on a four-story billboard wearing nothing but boxers. It's a hilarious, humanizing detail that made the whole campaign feel less like a corporate product and more like a personal milestone.
He wasn't the only one having a "naked" moment that month, though. His co-star Jonathan Majors was also appearing on the cover of Ebony around the same time, showing off a similarly chiseled physique. Jordan actually joked about it, saying he couldn't be the only one out there with no clothes on.
What the Michael B. Jordan Underwear Look Actually Represents
Beyond the thirst tweets and the memes, this campaign signaled a shift in how we view male celebrities in fashion. It wasn't just about being a "pretty face." Calvin Klein specifically stated that they chose Jordan because he embodies "confident ambition."
- Discipline: The physical condition required for these shots is grueling. We’re talking months of two-a-day workouts and strict meal plans.
- Legacy: Joining the ranks of Mark Wahlberg and Jeremy Allen White puts an actor in a specific tier of pop-culture icons.
- Performance: The inclusion of the "Athletic" line suggests the brand is moving toward gear that actually functions for people who live in the gym.
The material used in the Modern Cotton Performance line is designed for breathability and quick-drying. It’s a far cry from the heavy, sagging cotton briefs of the 90s. This stuff is made for movement, which fits the persona of a guy who spends half his life in a boxing ring.
The Impact on the Brand
Calvin Klein has always been good at picking the "it" person, but the Jordan campaign felt like a reset. It brought a certain level of gravitas back to the brand. It wasn't just about being "cool" or "edgy"—it was about being a powerhouse. The numbers backed it up, too; the social media engagement on the announcement posts was among the highest the brand had seen in years.
Practical Takeaways for Your Wardrobe
If you’re looking to capture even a fraction of that aesthetic, you don't necessarily need a six-pack, but you do need to pay attention to the fit. Most guys wear underwear that is too big or lacks proper support.
- Focus on the Waistband: The 1996 collection features a wider, more structured waistband that doesn't roll down.
- Material Matters: If you’re active, stop wearing 100% cotton. Look for the "Performance" blends that Michael B. Jordan wore; they have a mix of cotton and elastane that keeps its shape.
- The Cut: Briefs and trunks are back in a big way. They provide a cleaner silhouette under slim-fit pants or gym shorts.
To really get the most out of these styles, you should aim for the "Modern Cotton" versions if you prioritize comfort for daily wear, or the "Athletic" versions if you’re actually planning on training. The key is finding a rise—low, mid, or high—that sits comfortably on your hips without digging in.
The Legacy of the Shoot
Even years later, these images are cited as the gold standard for celebrity underwear campaigns. They proved that you could be a serious artist, a director, and a massive movie star while still leaning into the "sex symbol" status that comes with the territory. It was a bold move that paid off for everyone involved.
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For anyone looking to upgrade their own essentials, the best move is to start with a multi-pack of the Modern Cotton Performance trunks. They offer the best balance of that "campaign look" with the actual durability needed for everyday life. Pay attention to the sizing charts, as these performance blends tend to run a bit snugger than your standard department store brands.