Salming Underwear – Brazil Campaign

Salming Underwear takes its name from legendary ice hockey player Börje Salming and produces both swimwear and underwear, despite its sporting heritage.

Over several years, Andrea Belluso has created multiple campaigns for the brand across different international markets, contributing to increased visibility and commercial performance.

This campaign was produced in Brazil and combined professional models with real surfers cast on location, bringing an authentic lifestyle dimension to the imagery and grounding the brand in a natural, performance-driven environment.

The visual approach focused on blending fashion and sport aesthetics, reinforcing Salming’s identity at the intersection of functionality, movement and contemporary lifestyle culture.

Media Platforms: Website, Social Media, Look-Book and catalogue, Print Marketing, POS

Creative Role: Creative Director and Photographer.