Fashion label Superdry has signed a three-year deal with football star Neymar to promote its organic underwear and sleepwear collection. 

The company said the partnership with Neymar will further promote Superdry’s sustainable vision for the future of fashion.

The retailer is supporting 400 farmers in India, in a transition to organic farming, as part of the brand’s Grow Future Thinking initiative. Superdry aims to become a 100 per cent organic-cotton brand by 2030. 

“Neymar’s passion for creating positive change through the Instituto Projeto Neymar Jr aligns with our goals to produce the most sustainable product, whilst protecting our planet and supporting our people in all that we do,” said Julian Dunkerton, CEO and founder of Superdry.

The brand will also commit to supporting the Instituto Projeto Neymar Jr (INJR) in Praia Grande, where Neymar Jr grew up. The association works to expand opportunities for children, adolescents and their families who live in a situation of social vulnerability, through education, culture, sport and health.