BTS Jung-kook, the sound of zipping up his pants turns into a beat... Dance instincts in CK's new campaign [K-EYES]

*This content was translated by AI.

BTS Jung-kook. Dance instincts in Calvin Klein (CK)'s new campaign

BTS Jung-kook showcased his presence with his signature rhythm-filled dance in Calvin Klein's new campaign.

Calvin Klein revealed the third chapter of its 2026 fall season "Feel the Fit" campaign featuring global ambassador Jung-kook on the 16th (local time). Directed by Rernel Medrano, the video begins with the sound of a zipper transforming directly into a beat the moment Jung-kook puts on Calvin Klein jeans. The concept centers on the idea that the split second of getting dressed becomes a turning point for energy.

Notably, the teaser video did not immediately show Jung-kook's face but instead began by briefly revealing ARMY tattoos inked on his hands and wrists. Even so, fans recognized him as "That's Jung-kook" before his face even appeared.

In the video, Jung-kook models this fall's new products, including '90s straight jeans and oversized baggy jeans, performing powerful choreography to the rhythms of two Bobby Brown tracks: "My Prerogative" and "Cut the Cake."

Through an official press release, Jung-kook shared his thoughts: "Having worked with Calvin Klein for a long time, I've come to understand the feeling I get every time I put on their jeans. Something about the fit and attitude really resonates with me. Expressing that feeling through music and movement was especially enjoyable."

Immediately after the campaign launch, reactions poured in on social media. One fan posted on X (formerly Twitter), "Jung-kook shows insane visuals and perfection in Calvin Klein's 'Feel the Fit' campaign," while the video sparked global buzz by appearing on outdoor billboards in Guangzhou, China, just hours after its release.

Jung-kook previously appeared in the 2026 spring season campaign directed by Mort Alas last February, making this his second Calvin Klein campaign of the year alone.

The partnership between Jung-kook and Calvin Klein began when he was appointed global ambassador in March 2023. The first campaign, filmed at New York's Grand Central Terminal in February of the following year, garnered worldwide attention after its teaser video surpassed 50 million views within 24 hours of release. According to marketing data firm Launchmetrics, Jung-kook's fall 2023 campaign achieved a media exposure value (MIV) of $13.4 million within 48 hours of launch—surpassing both Hollywood actor Jeremy Allen White's Calvin Klein underwear campaign ($12.7 million) and BLACKPINK's Jennie ($8.6 million), which were major topics that same year. Jung-kook now ranks first among all Calvin Klein ambassadors in terms of media exposure value.

Industry analysts noted that following the release of Jung-kook's campaign, PVH Corp., Calvin Klein's parent company, saw its stock price rise by approximately 20% at one point, reaching $87.93 per share—further proof of his proven "advertising power." This fall campaign has been rolling out globally since the 16th through Calvin Klein stores, online platforms, and major outdoor advertising spaces.

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*This content was translated by AI.