CR7

CR7 is the underwear label launched in 2013 by Cristiano Ronaldo in partnership with Danish manufacturer JBS Textile Group. The name combines the footballer’s initials with his shirt number, turning a sporting identity into a recognizable clothing label. Underwear and socks established the business, with Ronaldo also appearing in its campaigns.

New York designer Richard Chai worked on the original collection, bringing a fashion perspective to products built around fit and everyday use. Boxer briefs and trunks give the range its foundation, with color and graphic waistbands offering visible points of distinction. The branding makes the connection to Ronaldo immediate, even on an otherwise simple garment.

JBS supplies the manufacturing experience behind the label, drawing on an underwear business established in 1939. Its Herning base connects CR7 to a Danish textile tradition, while Ronaldo’s international profile helped the partnership reach markets beyond Scandinavia. Shirts followed the underwear launch as the collaboration expanded.

CR7’s identity rests on that meeting of celebrity and a practical product. The footballer’s public image provides the aspiration; the underwear must still work as something worn every day. Stretch fabrics, fit, and comfort are central to an offer whose most recognizable design element remains the name on the waistband.