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According to WWD, on December 12, 2024, BTS’ Jungkook-led Calvin Klein’s Fall 2024 campaign generated over $13 million in Media Impact Value (MIV), surpassing actor Jeremy Allen White’s results for the same campaign.
Jeremy Allen White’s spring 2024 underwear photoshoot for FKA Twigs’ ad went viral online earlier this year. However, WWD reported that it still fell short compared to the BTS idol's turnover rate. The Grammy-nominated South Korean musician became a Calvin Klein ambassador in March 2023, and his first ad campaign aired in February 2024.
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The Calvin Klein Fall 2024 campaign marked a turning point for the brand, which had been experiencing challenges in stock performance. As highlighted by industry analysis, Jungkook’s involvement revitalized the company’s market position, with shares reportedly climbing by 20% after the campaign launch, reaching a new high of $87.93 per share.
For their first campaign together, Calvin Klein made $2,157.9 million in sales and $1,250.3 million in gross profit as of February 17, 2024, a day after they aired the BTS idol's ad campaign. The campaign was shot in Grand Central Station, New York. The ad earned over 50 million views for the campaign’s teaser within 24 hours and led to viral trends globally.
Fans worldwide reacted enthusiastically to the campaign and flooded social media after WWD reported on the latest development. One fan wrote:
"He's carrying ck on his back"
Fans celebrated the Please Don't Change singer's impact on Calvin Klein’s campaign. Some supporters wondered about the brand's sales and media value impact if the K-pop idol had done a photoshoot for the brand's classic undergarment line.
"That emv numbers would be double if he still had an instagram ACC," one fan wrote.
"And when he decides to do underwear too... total shut down. Even X, the full metal alchemist will finally crush," another fan stated.
"Can we imagine if he comes out with an underwear ad." one other fan added.
Others underscored Jungkook's global influence, stating that even without doing the traditional Calvin Klein underwear photoshoot, his ad campaign generated the biggest turnover for the brand.
"Of course he did! I bought several CK items for the first time in my life just because of #JUNGKOOK ! Everything he advertises becomes a best seller," one fan said.
"Impressive, knowing how shy he apparently is (bc I don't personally know him, but that's my perception)... That's commitment and hard work. He really always does his best." another fan wrote.
"His impact is shocking and all this without ever having posed in underwear..." one other fan commented.
BTS' Jungkook wins the 2023 and 2024 Billboard Music Awards and more deets about his solo success
Jungkook released his debut solo album, Golden, on November 3, 2023, which topped the Billboard Top Album Sales Chart. With over 210,200 equivalent album units sold, Golden combined pop, R&B, and EDM influences to create a cohesive narrative of love and self-discovery.
His debut solo single, Seven (feat. Latto), topped the Billboard Hot 100, Global 200, and Global 200 (Excl. US) charts simultaneously. This made Jungkook the second BTS member, after Jimin, to achieve a No. 1 debut on the Hot 100.
The track also set a Spotify milestone, surpassing 1 billion streams in just 108 days—breaking Miley Cyrus's previous record for Flowers. Furthermore, Seven (feat. Latto) also entered the Top 10 of the International Federation of the Phonographic Industry’s (IFPI) 2023 Top Global Singles Chart.
Following Seven (feat. Latto), his second single, 3D (feat. Jack Harlow), debuted at No. 5 on the Billboard Hot 100 and No. 1 on the Billboard Global 200 and Global 200 (Excl. US) charts. He became the first Asian solo artist to achieve consecutive Billboard Top 5 entries.
In both 2023, Jungkook was honored at the Billboard Music Awards (BBMA), winning prestigious categories such as "Top Global K-Pop Song." In the 2024 BBMA, he took home two awards, including the "Top K-pop Album" and "Top Global K-pop Song."
In other news, Jungkook enlisted in the military in December 2023 and is expected to be discharged in June 2025 and resume group and solo activities.
