Artikel/article
THE RONALDO EFFECT
While JBS is extending its successful partnership with the megastar, Ronaldo,
the success of the CR7 collection has rubbed off on the 76-year old underwear
company’s other brands.
BY JETTE AAES
It all started out with underpants, but the
G
ermany. And the two last-mentioned seg-
- And now, we’re going big with shirts in
The collaboration on the CR7 collection be-
of experience in the industry. Especially in
Ronaldo is on the design sideline, naturally:
company quickly grew to also offer socks
and a basic shirt collection. Now, it has
evolved into a collection of fashion shirts.
tween the Danish underwear company JBS
and the Portuguese football star, Christiano
Ronaldo has turned into a global success.
Now, the success of the partnership rubs off
on the other JBS brands: the JBS underwear
and socks collections as well as the under-
wear brand, Resteröds. Especially in the
German market.
- The CR7 collection has really paved the
way and given us insight into our strengths
in terms of product quality and design.
That’s an essential parameter in the German market. When Ronaldo is willing to
commit fully to the partnership, there are
many others who are inclined to do the
same, says CEO of JBS, Michael Alstrup.
Today, the CR7 collection is sold from
sports chain stores, independent fashion
stores and department stores all over
30 / ISSUE NO 02 JUNE 2015 / MODEBRANCHEN.
ments are currently showing an increased
interest in the other brands of the Danish
JBS group, which has more than 75 years
the fashion brand Resteröds with its eye-
catching design, but also in the classic JBS
underwear collection, which is followed by
a popular JBS fashion collection.
- Previously, the JBS group’s focus has been
on the Northern European market, but now
we capitalize on the Ronaldo effect and
expand our other activities in the German
market, says Michael Alstrup.
JBS is also excited to announce the new and
More upcoming Ronaldo news
widened CR7 collection. In addition to new
underwear and socks designs – for both
children and adults – the collection now
features an even larger range of shirts. In
the autumn of 2014, CR7 introduced a small
basic shirt collection, and in spring, even
more shirts were added to the collection.
new qualities and fashionable cuts, says
Michael Alstrup.
As with the other CR7 lines, Christiano
- Ronaldo is very passionate about fashion and he always has a comment or two
on the design presentatio