Jungkook's Calvin Klein 'Feel The Fit' Chapter 3 drops with Bobby Brown soundtrack and ARMY tattoo reveal
Calvin Klein's fall campaign hits chapter 3 on September 16 with Jungkook dancing to Bobby Brown, a zipper-beat opening, and director Renell Medrano behind the lens.
Chapter 3 lands with a zipper beat
Calvin Klein dropped the third chapter of its 2026 fall Feel The Fit campaign on September 16, starring global ambassador Jungkook. Renell Medrano directed. The video doesn't open on Jungkook's face. It opens on his hands and wrists—specifically the ARMY tattoos—before a zipper pulling up Calvin Klein jeans converts directly into a beat.
From there, Jungkook performs choreography to two Bobby Brown tracks: My Prerogative and Cut the Cake. He wears the brand's fall new arrivals, the 90s Straight Jeans and an oversized-fit Baggy Jean. The campaign rolled out globally through Calvin Klein stores, online, and large outdoor placements starting September 16. Hours after release, the video was already on outdoor advertising billboards in Guangzhou, China.
"Working with Calvin Klein for a long time, I've come to know the feeling I get every time I wear this brand's jeans," Jungkook said. He added that "the fit and attitude" suit him and that expressing that feeling through music and movement "was especially enjoyable."
The numbers behind the partnership
This is Jungkook's second Calvin Klein campaign of 2026 alone. He appeared in the spring season campaign in February with director Mert Alas. His relationship with the brand dates to March 2023, when he was appointed global ambassador.
His first campaign, shot at Grand Central Terminal in New York in February 2024, cleared 50 million teaser views within 24 hours. According to marketing data firm Launchmetrics, his 2023 fall campaign generated a media impact value of $13.4 million within 48 hours. Jeremy Allen White's Calvin Klein underwear campaign pulled $12.7 million in the same period. BLACKPINK's Jennie hit $8.6 million. Jungkook currently ranks first in MIV among all Calvin Klein ambassadors in the brand's history. PVH, Calvin Klein's parent company, saw its stock price rise roughly 20% at one point following his campaign release, reaching $87.93 per share.
Where Chapter 3 fits in the series
The Feel The Fit campaign has moved through three chapters this fall. Chapter 1 starred singer-songwriter Tate McRae, directed by Carlijn Jacobs with Groove Is In The Heart as its soundtrack. Chapter 2 featured Sadie Sink, known from Netflix's Stranger Things.
Jungkook's involvement with Calvin Klein has expanded beyond modeling. The capsule collection Jung Kook for Calvin Klein, released in May, marked the first time he participated directly in the design process. Bike culture and rock and roll references shaped roughly 40 items including trucker jackets, baggy denim, and racer jackets. Alasdair McLellan directed that collection's campaign, with pop-up stores in Los Angeles, Singapore, and Seoul.
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